1. Add value, every time
Every LinkedIn post, newsletter, template, or podcast should add something new to the conversation.
How to implement this principle
Add a net-new thought, build on someone else’s thought in an interesting way, or synthesize multiple perspectives.Ask thought-provoking questions.Do not create content just to fill a slot in the calendar.Focus on both quality and consistency. Consistency does not mean publishing on the same day every week. It means that people know what to expect from you, and they get it.
2. Stay relevant: know the audience and ecosystem
Keep advising and meeting with founders of GTM tech companies to keep creating the most relevant, high-quality content for B2B startup marketing leaders.
How to implement this principle
Watch sales call recordings.Read support feedback.Have direct conversations with prospects and customers.Consume insights from influencers in your space, wherever they spend time (LinkedIn, Reddit, industry events, and more).
3. Differentiate
Share deep dives on B2B startup marketing topics. Give the high-level strategy and "why," the practical "how," and the templates and resources to execute.
How to implement this principle
Start from a clear sense of who you are as a brand or creator.Test and iterate rather than over-optimizing in advance.Avoid letting ideas get diluted by large review committees.Ask: what is the thing your company is uniquely suited to do in marketing?
4. Be willing to “miss”
If you are not regularly trying new things in marketing that could fail, you are not doing work that is truly differentiated. You will not break out of your current growth trajectory.
How to implement this principle
Treat content as a portfolio strategy, like investing. Make sure every investment has a chance of winning, but recognize that only a few will drive outsized returns.Remember that something can be genuinely valuable to a specific segment of your audience even if it does not land broadly or is not worth repeating.
5. Avoid random acts of marketing
Do not try too many brand-new things at once.
How to implement this principle
Aim for one “big new thing” test at a time. For example, a podcast.Time-box bigger bets. For instance: this summer, focus on new types of resources for paid subscribers; in the fall, focus on a larger bet on community events.