Hey, it's Jaymi.

This week I heard Tyler Denk (Beehiiv founder) on My First Million tell a story that I liked.

The host was speaking at an event and asked a founder in the crowd to pitch their company.

The founder said:

"We're a marketing agency that does everything from copy, ads, websites, social…"

The host then asked:

"If you had one sentence to explain the value you create, what would it be?"

The founder finally said:

"Well…we ran Poppi’s breakout campaign?"

Ummmm? This is GOLD???? (Poppi is known for great collabs + marketing, especially lately).

That’s when people started to understand the real value of that agency.

This is the whole point: people don't remember your menu. They remember your proof!

🌱 Growing

When strategy is unclear, tools become the "solution"

I've seen this pattern a lot:

• Teams debating HubSpot vs Salesforce before they can answer "who is this for" in a sentence.

• Marketing A/B testing headlines while their homepage has three different value props competing with each other.

• Founders asking "what should we post?" instead of "what do we want to be known for?"

If positioning is clear, the right tool makes you faster.

If positioning is fuzzy, the right tool makes you faster at being fuzzy.

B2B does not like fuzziness, because buyers are running a mental checklist before they'll even take a call:

• Is this real?

• Do they understand my world?

• Can I justify this to the team internally?

Tools are the easy argument. Positioning is the uncomfy one people avoid.

A simple exercise that's been helpful:

Last week I talked to Brennan, Founder & Creative Director at Counterweight, a design studio.

He said something that reframed how I was thinking about focus:

"Don't ask 'What CAN I do?'

Do ask 'What am I REALLY good at that others struggle with?'"

Here's an exercise:

Draw two columns:

1. What I CAN do

2. What I'm REALLY good at (that others struggle with)

Example:

1. What I CAN do > set up HubSpot

2. What I'm REALLY good at > designing a lead-scoring system that sales trusts

Another:

1. What I CAN do > create content (blog posts, ebooks, case studies)

2. What I'm REALLY good at > turn features into value props sales teams can use

#1 is your resume

#2 is your positioning

Founders tend to go right into selling #1 (what CAN I do) because it feels safer.

But clients don't buy you for what you can do.

They buy you for what you can do better than anyone else they're considering.

Not to mention, people buy from those they like and trust. :)

I saw this play out in a small way this week on a B2C project.

I added a "How It Works" page to Prefixe Design. The brand is only 2 months old, so I'm not tracking growth metrics yet. I'm tracking clarity signals.

Here's what I saw:

• Average time on "How It Works" page: 5 mins (helps people understand the unique product a bit better)

• Bounce rate: 28% (they're not leaving confused)

• Most clicked button: "What's Included" (they want more detail, not less)

Early data, but the signal is there:

When you reduce decisions and increase clarity, people stay longer.

➡️ Going

What I'm testing and what I'm learning about platform constraints

Last week, I shared that I was testing static carousels vs. video.

I landed on: it truly depends on the platform.

It’s rarely about which format is “better”— it’s about which format the platform is currently rewarding.

Instagram favors video in the algorithm, so Reels perform better there -- not because the format is inherently superior, but because that's what the platform prioritizes.

But for B2B, there is a deeper layer.

Platform nuances matter because if the delivery is sloppy, the positioning is ignored. Founders often treat "posting" as a chore to check off. But every time you hit publish, you are either reinforcing your authority or diluting it. I’m shifting my focus from volume to repeatability:

Does this create a repeatable idea someone could explain to a friend?

Because that's what the Poppi line is: a one-sentence hook that signals credibility without needing a 10-slide deck.

For my client, I’m being intentional about platform sequencing:

• Start with Instagram, test what POVs resonate

• Add Pinterest once we know what works

• Layer in TikTok once we have solid themes and templates

We're not trying to be everywhere at once.

I'm now paying more attention to:

• Saves = "This framework is high-signal enough to keep."

• Shares = "This makes me look like a smart operator to my peers."

So, before you worry about "going viral," worry about being accurate. If a peer saw your latest post, would they recognize your unique "Business Translation" style, or would they just see another person fighting an algorithm? Tools don’t create authority; taste and attention to detail do.

Tip: If you're struggling with creating hooks for your content, try this:

1. Create a running doc or note in your phone dedicated to hooks.

2. Next time a post stops your scroll, write down the first few words / phrases said in the beginning (doesn’t matter what the topic was).

3. Observe patterns that come up and try to replicate in your own content

✖️ Gone

Packaging my strongest skill as my smallest offering

Referring back to Brennan's framework...

For the past few months, I've been positioning myself around websites because it felt like the most concrete thing to sell.

But when I look at what clients actually get the most value from, it's never just the website.

It's:

• Clarifying their positioning before we touch the homepage

• Translating their product into messaging their sales team can actually use

• Building a content strategy that supports pipeline, not just traffic

The website is the output. The strategy is the work.

And I've been underselling the part I'm actually best at.

So what I'm letting go of:

The belief that credibility comes from narrowing the wrong thing

My value has always been the same:

I help B2B founders translate complex products into clear, repeatable stories - and build the marketing around that.

Sometimes that includes a website. Sometimes it doesn't.

But clarity work is always at the heart.

🗽 Advice from a New Yorker

Each week, I'm asking someone in the city one question:

What's one thing you've learned about building something?

This week I asked Eric, CPA & Sales Engineer:

I used to focus on becoming the deepest subject matter expert I could be. I've learned another separate but critical skillset: business translation — simplifying complex subjects into a business-level story. Identify how something is working, dig into the root cause, then zoom back out: does this matter? If yes, build the business case. If no, move on — it isn't a priority.

Until next time!

- Jaymi 🌆

🧠 One last thing

I turned the core of the "business translation" process into a simple worksheet I've used working with founders.

It helps answer things like:

• What do we want to be known for?

• What proof actually signals credibility?

• Where are we saying too much instead of saying the right thing?

If it’s useful to you, you can get it here.