Truth Triad Diagnostic Micro Case Study: Exmark

A fast, no-fluff example of how the Truth Triad uncovers leverage for heavy-equipment and OPE manufacturers without requiring big rebrands, big budgets, or insider access.

This analysis is 100% outside-in. I’m not affiliated with Exmark or Toro.

It’s simply a practical demonstration of how I evaluate Customer Truth, Product Truth, and Brand Truth to make selling easier in a tough economy.

See how small shifts in story, positioning, and product-truth translation can open big opportunities, even for established brands.

This is the same approach behind my 4-week pilot program for equipment manufacturers.

Four pilot spots remain before the program goes paid at $5,000.

What’s inside (PDF)

You’ll get a breakdown of:

—> Customer Truth: The real jobs-to-be-done driving commercial mower decisions (including assumptions and areas that need validation)

—> Product Truth: What the Lazer Z and Radius platforms are known for, and where messaging may underplay the real advantages

—> Brand Truth: Why “reliable” isn’t enough anymore and the emotional white space brands leave untouched

—> Outside-In Narrative Direction: A hypothesis for positioning Exmark as the “whole-day consistency” brand

(again, no affiliation — just an example of my process)

Who it’s for

  • Heavy equipment manufacturers

  • OPE brands

  • Category entrants expanding into the U.S.

  • OEM leaders who want clearer positioning

  • Product, marketing, and sales teams tired of fighting uphill

If you build machines, this shows how to make the story as strong as the steel.

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DISCLAIMER: This case study is an independent, outside-in analysis based on publicly available information. I have no affiliation with Exmark Manufacturing or The Toro Company, and nothing in this document should be interpreted as endorsement.