Amit Suvarna

My prayer for 2026?
That B2B SMEs finally stops seeing founder-led marketing as optional and embraces it intentionally.

We've circled this idea for years.
But right now, it feels like we're at an inflection point.

When I say 'founder-led marketing,' I mean B2B SME founders stepping out from behind their company logos and sharing their expertise, their stories, their hard-won lessons on platforms like LinkedIn as the core engine of trust.

2025 showed us the writing on the wall:

1. LinkedIn networks of employees are 10x larger than company follower bases, employee content gets 8x more engagement. For SMEs without decades of brand equity, company pages alone won't cut it anymore.

2. Founders like Adam Robinson built RB2B to $4M ARR primarily through founder-led content, proving it's way more than simple visibility. It's revenue.

3. Companies are formalizing what used to be accidental-turning founder voices into systematic growth engines.

Beneath all of this are 3 shifts happening in parallel:

1. AI automation is everywhere, making buyers crave authentic human connection more than ever. They want to buy from people they relate with and trust.

2. 92% of B2B buyers purchase from their Day-1 shortlist. Being remembered matters as much as being different. And people remember people, but forget logos.

3. Psychological proximity beats reach. Buyers choose vendors who understand their exact problems. Founders who've lived those problems can speak that language naturally.

For B2B SMEs doing world-class work and want to be better known, the conclusion feels obvious.

We can't afford to hide behind website copy and quarterly newsletters anymore. The right buyers have moved past these platforms to find their trusted partners

As a founder myself, the only real differentiation is US - our story, our expertise, our perspective on the problems we solve.

So yes, maybe it's wishful thinking.

But I believe 2026 is the year founder-led marketing stops being "something I should probably do" and becomes "the thing driving my pipeline."

The SMEs who get this will finally be seen, trusted, and chosen.

"Yeah, our brand is already known in our niche."
I've heard this so many times over the years.

A founder calls.
We talk about their business.
Things are going well.
They have customers.
Revenue is stable.

But they know there is major scope for improvement.

When I bring up brand building as one of the pillars of growth, I hear:
"We're good. People in our industry know us. What we really need right now is more leads."

And I get it.

When referrals are coming in and existing customers are happy, it feels like your brand is doing fine. Why invest more in something that seems to be working?

But most B2B founders don't realize:

Only about 3% of our potential buyers are actually in the market to buy. The other 97% aren't ready or even aware of us yet.

Most B2B companies change service providers about once every five years on average.
Which means right now, 97% of your potential customers already have what you're selling. Or they're under contract. Or they simply don't need it yet.

So when founders say "our brand is already known in our niche," what they usually mean is: "The 3% who are in our bubble of influence know us."
But what about the other 97%?

If you're not building your brand for them, then when they finally enter the market, you won't even be on their radar.

A strong brand does more than generate more leads.
It generates "better" leads.
It shortens your sales cycles.
It increases your win rates.
It lets you charge more.

Brand marketing compounds over years. The memories build up. And when buyers finally enter the market, they already see you as the solution.

This is why so many B2B companies underinvest in brand. They're optimizing for just this quarter's pipeline, while overlooking next year's growth.

The companies that win long-term are building trust with the 97%
AND serving the 3%.

As we're rethinking our business, this is one of the core things we want to help B2B SMEs understand:

Brand is the most powerful lead generator you have.

People knowing you in your niche is one thing.

But the real question is:
will they remember you when they're finally ready to buy?

See you in a couple of days.

One of the things we've been increasingly talking about as we are relooking at our business is that B2B marketing has a reputation to be boring. Professional. Buttoned up. Safe.

And honestly?
We've earned it.

We produce whitepapers no one reads.
Case studies that sound like instruction manuals.
LinkedIn posts that could cure insomnia.

And then we wonder why no one's paying attention.

Most B2B marketing is still just facts, features, specifications and data dumps with most sterile use of language -

"We leverage cutting-edge technologies to deliver best-in-class solutions that drive sustainable value and empower organizations to achieve transformational outcomes in today's dynamic landscape."

Huh?!

B2C marketers know people buy based on emotion and justify with logic. They tell stories. They build trust. They take creative ownership of the entire journey from awareness to conversion.

We've also created this weird division of labor in B2B.
Marketing generates a lead, tosses it over the wall to Sales, and washes its hands of it.

We're just filling a pipeline.

This is one of the things we want to change.

What if we approached B2B marketing with the mindset that we need to build enough trust and provide enough information for someone to actually be ready to buy?
What if every piece of content we created was designed to move someone meaningfully closer to a decision?
What if we told stories that made buyers feel something - excitement, relief, recognition - instead of just listing features?

This is what the B2C-ification of B2B Marketing should look like.

It's about being more human.

It's recognizing that the person on your website needs more than big words that mean nothing and a spec sheet or four. They need a story that helps them see their transformation.

So as we rebuild, this is our chosen direction:
Making B2B marketing more creative. More emotional. More story-driven. More human.

B2B doesn't have to be boring to boring marketing.

At least, that's what we're trying to prove.
We'll see if we're right.

See you in a couple of days.

I tried something unconventional this week on my business evaluation journey:
Disassociation.

But not in the way you might think.

It’s a technique where you detach from your emotions and limiting beliefs by viewing things from an objective, external perspective, like watching a movie of your own life.

I needed this because, honestly,
this business evaluation process is taking longer than I expected.

We live in an age of hyper-fast AI highways that can spit out answers in seconds.

And while it can help you find the right markets.
It can’t choose what makes you whole.

They can’t tell you what you actually care about, what gets you out of bed, or what you’re willing to fight for when things get hard.

That part is still on us.
Bummer.

So instead of being inside the business
drowning in the day-to-day, the decisions, the pressure
I’m trying to step outside.

Watch it like I’m a consultant evaluating someone else’s company.

What’s actually moving the needle?
What patterns still serve a purpose?
What has lost meaning?
What’s dead weight?
What’s ego?

It’s uncomfortable.
Because when you’re honest with yourself from that outside view, you see things you’ve been hiding in broad daylight.

The strategies you’re holding onto because you’ve invested so much time in them…
Not because they’re working.

The clients you’re serving out of obligation…
Not alignment.

The version of yourself you’re performing for others…
Not the one that’s true to who you actually are.

This is the real work of building a business and a life.
It requires the courage to look at yourself clearly and make decisions that align with who you want to become.

So yes, this is taking time.
And I’m okay with that.

I’d rather get this right
than get it fast.

Thank you for your patience.
See you in a couple of days.

Is the next breakthrough hidden in a folk tale?

Perhaps ancient wisdom can solve modern problems.

Those Indian folk tales we grew up with?
Panchatantra, Jataka Tales, Tenali Raman stories, Akbar-Birbal anecdotes?

They're not just bedtime stories.

They're business lessons hiding in plain sight.

A quick lesson from Tenali Raman is in order:

King Krishnadevaraya asked Tenali Raman to bring him the happiest and the saddest person in the kingdom. Tenali returned with a beggar. Confused, the king asked how one person could be both.

Tenali explained: "This man has lost everything but still smiles and enjoys his life. He's the happiest because he's content with what he has. He's also the saddest because he doesn't strive to improve his situation."

The business lesson?

Balance is key.
Be content with your achievements.
But never lose the drive to grow and improve.

Stay hungry yet humble.

This is why I think we should dust off these old tales:

1. Timeless Principles:

These stories have survived centuries because their core messages still ring true. Whether it's about quick thinking (Tenali Raman), problem-solving (Akbar-Birbal), or strategy (Panchatantra), the basics haven't changed much.

2. Simple but Powerful:

No jargon, no complex theories. Just straightforward lessons wrapped in memorable stories. Isn’t that how the best ideas stick?

3. Cultural Relevance:

Western management theories are great. But why not also look in our own backyard? These stories resonate with our cultural context.

4. Fresh Perspective:

Tired of the same old business books? These tales offer a unique angle on familiar problems. It’s like hitting refresh on your thinking!

5. Versatile Application:

From startups to big corporations, these stories adapt well. The morals are universal, but how you apply them? That's where your creativity kicks in.

We must relook at these gems of wisdom,
and polish them for today's shine. 😇

P.S. Ever used an old folk tale to solve a modern business problem?

"expert geek for powerfreaks."
That's what my first ever business card proudly said.

But I couldn't help my business for too long.

Back then (20 years ago!)
I wasn't a particularly good storyteller.

I was a guy with a screwdriver, cap, and jhola who loved building and fixing computers for people.

I did it mostly for fun and some pocket money.

Born middle class,
I knew that if I wanted to spend,
I'd have to earn it first.

So I did. Happily.

I enjoyed buying parts,
assembling systems, troubleshooting.

Word spread.
I became "the guy who fixes computers."

Looking back, that was my first taste of entrepreneurial freedom. The thrill of being paid for something I built myself.

But it didn't last.
I didn't understand marketing then.

I thought good work was enough.
It wasn't.

Had I known how to tell that story back then,
maybe I'd have stayed in the tech business.
Maybe “expert geek” would've been my personal brand today.

Skills get us started.
Invisibility holds us back.

So no matter where you are in business,
starting, struggling, stable, or scaling,
keep putting yourself out there.
Be seen. Be trusted. Be chosen.

If marketing seems daunting, start simple:

- Document one thing you did this week and post it
- Share what you struggled with when you started
- Answer one question your clients always ask you
- Show your process, not just your results

The difference between who I was then
and who I am now?

Back then, I worked hard but stayed unseen.
Today, I tell the story while I work.

Your story already exists.
It grows stronger every time you share a piece of it.

So tell it. Shape it.
Let people meet the work you’re proud of.

That’s what marketing really is.
It keeps your story alive.

P.S. Shout out to my brothers-at-arms Samir Bharadwaj and Vishal Bharadwaj for designing this stuff for me when I didn’t know what I was doing.

We failed a client.

We believed in what they were trying to do.
We really cared that they succeed.
We tried really hard.

And still couldn't deliver what they needed.

Has this ever happened to you?

Your intentions are right.
You're giving what you think is your best.
Your solutions have worked wonders for others.

But somehow,
in this one case,
your efforts fall short.

The question isn't if this will happen,
it's when it happens, how will you respond?

At first, we pushed harder.
"This has to work out.
Why isn't it working?
What do they want?
Does they even know what they want?"

We delivered the first iteration with confidence.
But with each unsuccessful attempt,
our confidence turned into confusion.
Then doubt. Then anxiety.

We were doing exactly what worked for others.
So what was different this time?

We tried looking at the problem from different angles.
Learned varied techniques.
Implemented multiple iterations
and yet nothing worked.

Eventually, we had to part ways.

We had to make peace that
Sometimes people are on two different frequencies.

The solutions we were providing
didn't align with what they actually needed
not because we weren't capable,
but because the timing, the fit, or the underlying expectations were misaligned.

Does that mean either of us was wrong?
I highly doubt it.

We learned a lot in a short time and got a wake up call that there is a LOT of room for improvement

It doesn't come as a surprise to me that :
Despite the unsuccessful work relationship,
we're still on great terms.

Because we knew our hearts were in the right place.
We both wanted to help. We both tried our best.

We just weren't the right fit for each other at that time.

This experience taught me:

- Not every client is your client
and that's not a failure of character.
It's a reality of business.

- The courage to walk away from misalignment
is just as important as the determination to push through challenges.

- How you handle failure
says everything about who you are
and who you'll become.

If you're in a similar situation right now:

Don't blame yourself.
Stop doubling down on decisions that aren't working.

Start asking:
"Is this a problem I can solve,
or is this a mismatch I need to acknowledge?"

Because sometimes the most professional thing you can do
is recognize when you're not the right solution
and have the integrity to say so.

The future of marketing isn’t more marketing.

I'm convinced it’s more connecting.

More showing up.
More listening.
More being real.

The ones that win tomorrow?
Won't be the loudest.

They’ll be modest. Human.

Here’s what that future looks like:

1. “Made by Humans” is the new cool.

We’re done with perfect.
Show the messy, the real, the behind-the-scenes.

→ Share process, not just product
→ Send handwritten notes
→ Let your team’s faces be seen

2. Transparency is non-negotiable.

People don’t trust polish. They trust honesty.

→ Talk about your failures
→ Share what’s not working
→ Let your audience in

3. Community is king.

People don’t just want to buy.
They want to belong.

→ Host casual hangouts
→ Start loyalty programs that feel personal
→ Create small spaces for real conversations

4. UGC & EGC take center stage.

Your best stories? They’re not always yours.
Let your people speak.

→ Let your team be your voice
→ Encourage customers to share stories
→ Celebrate them often

5. Nostalgia is back.

Because the past feels safe. Familiar.
And in a fast world, we crave that.

→ Tell stories that take people back
→ Use old-school designs and tunes
→ Run throwback campaigns that make people smile

6. Offline is underrated.

Real-life experiences still matter.
Probably more than ever.

→ Host pop-ups or local meetups
→ Surprise people with real-world touches
→ Make your brand tangible

The future belongs to brands that feel less like brands.
And more like people.

Not made up.
But present.

Not louder.
Just closer.

You in for this new tomorrow?

B2B founders are losing deals
before the pitch even starts.

Not because their offer is weak or their pricing is off.

But because they're optimizing for conversion when they should be investing in conversation.

Let me explain why this shift affects our business.

1. The trust deficit in B2B sales

When you lead with your calendar link, your deck, your "quick call to see if we're a fit",
their nervous system reads that urgency as threat.

2. Sales as a vehicle of care

What if every sales interaction was an act of service?
As in "let me understand your world so deeply that I can help you see what you can't from inside."

This requires real conversation.

3. The anatomy of trust-building conversation

After working with 50+ B2B businesses,
I've noticed a pattern in conversations that build trust:

A. Conversations that build trust:

- Start with genuine curiosity about their business context
- Create space for them to think out loud
- Share insights with zero expectation of return
- Follow up with value

B. Conversations that erode trust:

- Jump to qualifying questions
- Respond to every statement with an offer
- Push for commitment before connection
- Go silent when someone isn't ready to buy

4. The practical shift

Try this for the next 10 outreach conversations:

Replace "I'd love to hop on a call to learn more"
With "I saw [specific thing about their business]. I'm curious about [thoughtful question]. No pitch, just genuinely interested in your perspective."

5. What this looks like in my business:

When someone engages with my content,
I ask them what story they're trying to tell in their market.

Most of the time, we're not ready to work together.
But 100% of the time, they remember that we took an interest.

Later, when they are ready, who do you think they call?

6. The counterintuitive truth

Slowing down your sales process speeds up your business growth.
Because trust is built in every micro-interaction that came before signing a contract.

Your prospects are exhausted by people who want something from them.

Be the person who wants something FOR them.

That's better than any sales strategy.
That's better business.

We find what we’re looking for.

Sometimes, it’s proof that the world’s gone cold.
Sometimes, it’s proof that it hasn’t.

That night, I found the second kind.

I was heading to meet a friend late in the evening.
At a dense forest stretch of the highway, traffic had backed up.

Everything came to a standstill.

I thought, “Must be an accident,” and stepped out.

Then I saw it—
a python, slowly crossing the road from one side of the forest to the other.

Not a single person honked.
Not one driver tried to rush through.
We all just… waited.

For a few minutes, a dozen strangers sat in silence,
because something in them still knew how to pause.

It reminded me how easy it is to lose sight of this.
The world keeps showing us impatience, competition, and chaos.
But maybe, those aren’t the only stories happening around us.

Then you start noticing more of them:

- The vet assistant who calms my scared cat with quiet care.
- The cab driver who peeks into the crate and smiles, “Very beautiful.”
- The stranger who reacts to my stories with a single heart.
- The people who don’t talk much, but always show up.

They’re small moments.
They cost nothing.
But they multiply faith.

In business and marketing, we often obsess over what’s broken.
The lead that ghosted.
The post that flopped.
The deal that fell through.

But what if we started looking for what’s quietly working?
The repeat client.
The comment that said, “This helped.”
The teammate who goes beyond their task list.

What you look for shapes what you build.

If you focus on negativity,
you’ll create defensively.

If you focus on kindness,
you’ll create with faith.

As people watched the python disappear into the darkness,
some clapped and smiled before returning to their lives.

Not everyone’s in a rush.
Not everyone’s selfish.
Not everyone’s forgotten how to wait.

We’re not all that bad.
At least, not all of us.

And we’ll continue finding what we’re looking for.

I tanked a client’s website with one wrong keyword.

But that mistake turned into my best SEO lesson ever.

Years ago, I worked with a client who sold business simulations.

While optimizing their website, I targeted “simulations in India.”
I thought it would attract training professionals.

I was half right.

It did attract people looking for simulations.
Just not business ones.

Gaming simulations.
Computer simulations.
Even water simulations!

The bounce rate shot up.
Sales and marketing were frustrated.
Once, the website even crashed from the sudden traffic spike.

And I was quietly panicking behind my screen.

But when I looked deeper into the analytics,
something caught my eye.

That keyword had massive search volume.
Wrong audience but a goldmine of insights.

So instead of scrapping the mistake, I ran small experiments tweaking the content around modified keywords:

- Business simulations in India
- Corporate training simulations
- Instructor-led training India
- Leadership simulation training

Each one brought sharper, more relevant traffic.
Before long, we ranked for 10+ keywords that actually converted.

That one mistake taught me more about how people search than any SEO course ever could.

- Wrong traffic teaches you more than right traffic ever will
- High volume means nothing if it’s the wrong audience
- Specificity beats popularity in SEO every single time
- Words don’t live alone. Context gives them power
- Test what people actually search, not what you think they do
- Every mistake carries data you didn’t plan to collect

Sometimes the wrong turn shows you a better route you never knew existed.

If you’re a founder trying to grow your B2B brand:
Don’t fear the data that looks “wrong.”
Don't be afraid to experiment.

That’s often where your next story
and your next opportunity hides.

You have two years to make your mark.
I heard this on a Tom Bilyeu podcast recently.
His guest, someone working at the forefront of AI development, said it plainly.

Two years.
That's it.

It's unnerving but it makes sense.
AI can now write copy, design websites, analyze data, create content strategies — and do it in seconds.
The work that took me hours?
A machine does it in minutes.

This is what happened in the early 2000s when we were first introduced to computers and the internet, just slower than today.
It was a sea change.
A tsunami of opportunities forcing transformation.
And that genie isn’t going back into the lamp.

So just like during the computer and internet era,
stop asking, “Will this shift take my job?”
Ask instead: “Am I building something a machine can’t simply copy?”

Machines can’t understand context the way you do.
Machines can’t feel what resonates.
Machines can’t build trust.

There’s more AI can’t do - yet.
But what matters to me most is that it can’t beat the feeling of a thoughtful conversation and a warm embrace.

So if your business relies on doing what everyone else does just cheaper or faster, then you’re in trouble.

But if your business is built on:
• Relationships that took years to build
• Deep understanding of your customers
• Expertise that comes from real experience
• A point of view only you can have

Then you’re not competing with AI. You’re driving your advantage.

Here’s what I’m doing differently:
I’m using machines to do more of what only I can do -
understand stories, build trust, spot what’s human.

I’m documenting my journey,
so when people need what I offer, they think of me first.

I’m doubling down on the parts of my work that require judgment, taste, and empathy.

Two years might sound dramatic.
But come to think of it,
if AI keeps accelerating at this pace, where will your business be in 2027?

Will you still be doing work a machine can do?
Or will you be doing work only a human can?

The businesses that make a mark will be the ones
who leverage every tool at their disposal to enhance the human experience.

I’m curious.
How are you rethinking your business?
More AI? Or more human?