One of the biggest threats to a company's focus is a bored founder. Convinced of their own intelligence, they chase new, shiny opportunities, which dilutes resources and distracts from the core mission that made them successful in the first place.
As AI makes technical execution and content generation easier for everyone, these cease to be competitive advantages. The only truly defensible asset left is a company's brand—the promise it makes and the trust it builds with its audience over time.
Gaining a large audience quickly, whether through platform features or media mentions, rarely translates to immediate revenue. Growth requires a contextual connection between the new audience and the desired action, such as donating or buying.
Unlike media companies that must run profitable events, many B2B tech companies operate their large conferences at a substantial loss. This is a strategic marketing investment in brand and pipeline, a model that is difficult for smaller firms to replicate.
Businesses get into trouble by diversifying too early. Instead, focus on perfecting your primary revenue driver—the "spine" of the company. Once that foundation is solid and you're world-class at it, you have earned the right to expand.
It takes many impressions for a message to stick. Marketers, who see the creative daily, often get bored and change it too soon. This "content drift" hurts brand recall and performance, as the audience is just starting to register the message.
In a landscape of rising marketing costs and channel saturation, generic audience growth is ineffective. Deeply understanding your Ideal Customer Profile (ICP) and ensuring strong product-market fit are prerequisites for successful, scalable channel marketing.
Don't assume a linear, rational buying process in B2B. A prospect's delay might not be about your offer but about personal logistics, like checking their family calendar. This insight allows for a more empathetic and effective follow-up cadence.
It's tempting to add adjacent revenue streams like training or job boards. However, these often represent entirely new business models requiring different organizational commitments, potentially distracting you from perfecting your primary revenue engine.