Why Your Expertise Is Killing Your Brand Messaging

Your expertise is killing your messaging. The more you know about your product, the harder it gets to explain it in a way customers actually understand. And this is why most companies lose buyers in the first five seconds someone lands on their website. In this episode of Humans of Growth, I sit down with Roy Abdo, CEO of Digital Revamp, to break down how to fix your brand messaging, why your CEO needs to be the top of your marketing funnel in 2026, and how the executives growing fastest right now are using LinkedIn thought leadership and executive personal branding to drive trust, attention, and inbound demand — with as little as one piece of content a week. In this episode, we cover: ✔ The "curse of knowledge" and why your B2B brand messaging is too clever for your buyers ✔ The 5-second coffee shop test for brand clarity and website messaging ✔ How to focus your value proposition on the problem instead of the tactic or feature ✔ Why brand positioning starts to fail when companies try to be known for 17 things ✔ The Nike rule: when you've earned the right to expand your brand and product line ✔ Why executive personal branding is the new top of the marketing funnel ✔ How to build an executive thought leadership strategy on one piece of LinkedIn content a week ✔ The "common enemy" framework: why every B2B brand needs a clear villain in its messaging ✔ How to find your CEO's point of view on the future of your industry ✔ Why internal employees see executive content first — and why that matters for culture and retention If you're a founder, CEO, or marketing leader who knows your brand messaging could be sharper — or you've been told to "build your personal brand" without anyone explaining what to actually post on LinkedIn — this conversation is the playbook. ______________________ RESOURCES: Get help finding the right marketing partner. Learn more about Digital Revamp here.