Finding Your Fit: Purposeful Positioning with Cyrus from re:sleep
Thiago Monteiro
9 Nov 2025
What happens when you stop chasing “everyone” and focus on serving the people you actually want to help?
We sat down with Cyrus, co-founder of re:sleep, to unpack how clarity around your ideal customer shapes everything, from the product you build to the way you market it. For re:sleep, that meant choosing to support people struggling with long-term insomnia - those looking for empathy and expert guidance, not just a quick fix.
“You’ve got the customers you deserve and you have the business that you deserve from decisions that were made way before,” Cyrus says. “You, five years on from now, will you be really happy serving them?”
Why Education Beats Hard Selling
Once they understood who they wanted to serve, re:sleep doubled down on how best to reach them. Sleep is a complex, often misunderstood issue, so their audience needed more than a sales pitch.
That’s where re:sleep’s webinar-led strategy came in. Cyrus explains how their one-hour educational webinar became the foundation for building trust, driving conversions, and generating over £1M in revenue, proving that education was the key to growth.
From sleep science to startup survival, Cyrus shares how re:sleep built a B2C clinic that blends digital therapeutics with deep empathy, and why knowing who you serve makes every decision clearer.
Curious how a single webinar generated over £1M in revenue?
Watch the full conversation now.
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