B2B Startup Marketing in the AI Era: Why More Content May Hurt Growth
Marketing strategist Nikki DiFilippo says the skill that wins now isn't producing more, it's naming the precise problem you solve.
▶ Watch the full episode with Nikki DiFilippo for deeper context on how to approach these questionsThe Last Thing You Shipped
Picture the last thing you put out (an email, a post, a pitch, a page). If a stranger read it cold, would they know exactly who it's for and what problem it fixes, or would it just blend into everything else?
Say The Problem In One Line
Forget your product for a second. In one plain sentence, what's the specific problem the right person has the night before they come looking for you?
Whose Words, Not Yours
Now say that same problem the way they'd say it to a friend, not the way you'd write it in an ad. What words do they actually use that you've never put on your page?
The Piece You'd Kill
Which one thing you publish is just adding to the pile, the thing you make out of habit that doesn't answer a real question anyone has? Name it. Then, if you stopped making it tomorrow, what would you do with that time instead?
Rewrite One Thing Sharper
Take one thing that's live right now (a headline, a bio, your homepage's first line) and rewrite it so it names that exact problem and the exact person who has it. Write the old version, then the new one, side by side.