Philosophy

Every B2B tech startup has a trust and awareness problem. The right buyers don’t know they exist. And those that do don’t trust their solution can solve their problems better than the status quo.

Most try to overcome these problems by running the same playbook: They crank out press releases riddled with corporate-speak, spam journalists with product news and unsolicited commentary, and humble brag about the awards they’ve won (which everyone knows are pay to play). This playbook works for big companies. It rarely does for startups. There’s simply too much noise. Everyone is running this playbook. 

The most effective way for a B2B startup to solve these mission critical problems is by executing a thought leadership strategy that establishes the founder as a leading industry advisor, evangelist, and trusted source of information, insights, and original thinking. This is done by consistently creating engaging top of funnel content to attract an audience then earning their audience’s trust by consistently adding value and ensuring that when they are ready to buy, you are top of mind. 

For B2B startups with aspirations to become a category-defining company — this is the playbook to execute on.