B2B committees axe murder great messaging (one perfectly reasonable edit at a ti
By Brookslockett · September 22, 2026 · Curated by George's Blog
B2B committees axe murder great messaging (one perfectly reasonable edit at a time).
Can we mention the ventilation...?
The heel strap is a key differentiator...
We’re missing personalization...
Does this speak to our gardening use case...?
What about healthcare...? Hospitality...?
We don’t want people thinking these are ONLY comfortable.
Can we also work in “versatile”?
Phew. Almost gave someone something to remember.
I’m joking, mostly.
But a lot of B2B companies approach positioning & messaging as an exercise in making sure nothing gets left out.
The product marketer ends up negotiating for space instead of making a clear case for why a buyer should care.
You need product details (buyers will have questions).
But those details should support the idea & not keep expanding the headline until the idea disappears.
Instead of trying to prove that every team had a say, your homepage needs to help the right buyer get it & convert.
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Hi, I’m Brooks 👋 I help B2B companies find their positioning strategy, then turn it into razor-sharp copy that converts. I’ve done it with 50+ companies. If you need help, DM me.