No barrier

It’s easy to fall into the familiar refrain that goes: “B2B marketing is boring”.

That is just an alternative version of the hit: “We have always done it this way”.

The reality though is that most marketers don’t have the guts – sure, sometimes it is the budget, or the time, or the team, but let’s be realistic, it is mainly the guts – to try anything new.

Fortunately, some do. And some others do as well.

There is literally no barrier to B2B marketing today.

Just go experiment.

Note: the image in this blog post is from Postman‘s graphic novel, The API-first World.


Organizations are perfect sets for dramas.

The problem is that drama is a great way to keep people busy and a poor way to keep people engaged, motivated, creative, purposeful.

While everyone is waiting for the next big reveal, no one will commit to a new idea.

While everyone is betting on which of the two executives will win the next argument, no one is listening to what customers are saying or grasping the emerging trend in the market.

While everyone is invested in wowing their managers, no one will buy into the vision and values that would make employees, shareholders, customers, and community better off.

That feeling of overwhelm, of tiredness, of pointlessness is not due to the job. It’s due to drama.

When you get rid of the spaces where drama flourishes – the hidden information, the decisions behind closed doors, the selected circles, the executive approvals, the vertical silos -, you can repurpose the resources to allow your people and your business to grow.

Ready to guide

A father expects their kids to do what the father think it is best for them.

A mentor expects mentees to take and embrace the advice the mentor is giving.

A manager expects direct reports to be happy with the new project the manager is about to assign.

And until we can’t let go of the expectations that others will do as we please, we can’t say we are ready to guide.