‘What would Google do’ is no longer the answer, it’s the curse.

The undisputed heavyweights of the world are the new tech giants. Successful, disruptive and cool. And if you’re a B2B tech company, chances are you’ve set your sights on the ones who’s example you want to follow.
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Your poster child might be Google, Salesforce or Atlassian – someone big, and successful who's done it all before.

You study their moves carefully. It feels safe, even prudent, to follow the lead of other successful businesses. But if you assume there is a template to success, you could be missing out on the things that will make your business different.

And that could be your downfall.

Because here’s the truly scary thing. No matter how brilliant you are, how unique your idea, or how talented your developers, technically identical ripoffs will happen.


There is only one thing that will help you beat off your competition.

There is proof that brands with meaningful points of difference are more likely to be chosen by buyers, and are more successful. The sort of loyalty that keeps you top of mind, and close to the heart.

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And yet, many B2B marketers don’t feel equipped to do this.

Many B2B marketers don't feel they have a different enough story, or know how to communicate their value well enough to cut through the clutter, and rise above the noise.

And so we'd we'd like to share the story of two men racing against each other and the elements, to illustrate how striking out on your own path could help your B2B tech business not just survive, but thrive. (Just fill in the form to see the rest).

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