Hi Reader,Many B2B SaaS founders know about the Jobs theory. 𝗕𝘂𝘁 𝘄𝗲 𝗿𝗮𝗿𝗲𝗹𝘆 𝗮𝗽𝗽𝗹𝘆 𝗶𝘁 𝘁𝗼 𝘀𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴.Just as customers hire products for a job.They also hire your sales and marketing for a job.The job of buying.T̲h̲e̲ ̲d̲e̲e̲pe̲r̲ ̲qu̲e̲s̲t̲i̲o̲n̲:Is your sales and marketing focused on 𝘸𝘪𝘯𝘯𝘪𝘯𝘨 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴?Or on 𝘩𝘦𝘭𝘱𝘪𝘯𝘨 𝘵𝘩𝘦𝘮 𝘣𝘶𝘺?The former is just the outcome of doing the latter well.

Hi Reader,I was reviewing outbound SDR messages for a founder recently. And I couldn’t help noticing the pattern. It sounded scripted.And engineered.And over-personalized.Even over-keyworded.Click-baitish.Bordering on manipulative. That's the problem with most B2B SaaS sales and marketing. It sounds too much like marketing and sales speak. And because of that, it fails to persuade. If you want your sales and marketing messages to work, let authenticity and humaneness be your central strategy.

Hi Reader,How do we make big decisions in personal life?We ask ourselves 'who am I'?And then make choices that align with that answer. Buying a business software is also a tough decision.The company invariably asks itself 'who are we'?And then chooses software that aligns with that answer. What if you already answered that question in your positioning?That would help them make more confident decisions, right?