"Just tell me what you fucking do"

Data shows that over 70% of B2B buyers want to understand what you offer before they ever agree to a phone call.Dave looks at how lofty value propositions can work against your business, discussing:The incumbent illusion: Why trying to copy the abstract branding of PwC or Salesforce is a structural death trap for mid-market firms who lack global market saturation.The buyer's trigger: How to move past the generic "Start with Why" obsession and align your invisible expertise with the explicit, real-world challenges buyers actually face.A quick test anyone can run: A 5-second diagnostic to find out if your business messaging is completely impenetrable to your prospects—and to the AI models scraping the web to research your category.