This feels uncomfortable (spoiler: eating my own dogfood)
This is part 1 of the ‘eating-my-own-dogfood’-series.
I said yes to a speaking invitation last month.
A good one.
And right after I said yes, I thought: what the hell am I actually going to talk about?
That thought bothered me more than it should have.
Not because I don’t know what I do. The core of my work hasn’t changed in 20 years. I turn strategic complexity into practical decisions that drive results. I have the cases to prove it.
What bothered me was that I couldn’t point to a single, sharp story that holds under pressure and that compounds over time. Where's my f*cking keynote?
Over the past year, I tried to fix that.
With smart, experienced people. People who know branding and positioning. It didn’t work.
Because everything we built was still based on my perspective: my logic, my language and yes... my complexity.
The one thing that was missing was the only thing that ever matters: how buyers actually perceive value. (SPOILER :this spirals you out of navel gazing, always)
That’s when it hit me.
This is literally the work I do for clients.
I dismantle opinionated guesses.
I expose the gap between “we are successful” and “we don’t have a coherent story that holds EVERYWHERE.”
I replace assumptions with evidence, patterns, and decision logic.
So instead of guessing harder, I decided to do the only thing that makes sense. I’m going to apply my own system to myself. Publicly.
Over the next weeks, I’ll run a full Fault Line Audit on my own messaging.
I’ll do real buyer research.
I’ll synthesise patterns.
I’ll build a Commercial Truth OS for my own business.
Not to be vulnerable (oh but it IS). To be precise.
You’ll see:
where my value actually sits
how that value is perceived by buyers
what that changes in sales, marketing, and on stage
If you run a B2B business and you’ve ever thought:
“We’re doing a lot… but I’m not 100% sure why this works (or doesn’t)” then the next posts are for you.
Quick exercise for you:
Look at your website: your homepage, your 'About Us' and your services page. Print it, if you must (it is useful and i recommend it). Underline every claim you cannot back up with a literal customer quote.
That’s rotting data. And it’s more expensive than you think.
Thank you for reading! Read part 2 of the ‘eat-your-own-dogfood’-series
