Ideas on strategy, systems, and predictable growth for founder-led B2B companies. Signal, not noise.
An ICP describes a suitable company. A persona or avatar describes roles in the buying group; the difference between them is mainly how the profile is researched.
A cold email earns a reply when it says something true and verifiable about the recipient's company. Our method step by step, the market benchmarks with their sources, and where European consent law splits by country.
A B2B sales system is not a sales team plus a few campaigns. It is the double funnel, in which marketing builds the context and sales closes, each accountable for something measurable.
The perception of your company already exists, assembled from fragments you did not choose. The question is not whether the market holds an opinion, but who wrote it: you or chance.
Brand positioning is not a creative exercise. It is the decision about what you stop selling and who you stop selling to. It is judged in margin and sales-cycle length, not in a creative review.
The Golden Circle says you start with WHY rather than with what you sell. The model is sound, but almost every example that explains it is a billion-dollar company. Here is what it looks like on a five-million-euro one.
A SWOT analysis is a four-box table that organises what you already know about your company. The problem is not the tool. It is that most companies fill it in to feel good rather than to decide anything.
Agency or in-house team? The question assumes you are picking between two ways of buying execution. The decision that moves results comes earlier, when you settle who owns the strategy, where the company keeps its memory and in what order the budget gets spent.
*Cognitive ownership* is the position a company occupies in a buyer's mind when they think about a specific problem. It is less about how well known you are and more about what you activate in the customer's mind at the moment the need arises.
