Field Notes
Sharper Stories.
Better Pipelines.
Practical writing on B2B messaging, positioning, AI search visibility, and why most homepages don't convert. Written from inside the work, not the conference circuit.
Greg Rosner
Founder of PitchKitchen · Author of StoryCraft for Disruptors
Start Here
Anchor · Magnetic Messaging Framework
How do I know if my B2B messaging is broken, not just underperforming?
Underperforming B2B messaging needs tuning. Broken B2B messaging needs rebuilding. The difference between them decides whether the next $50,000 you spend lifts pipeline or just amplifies the silence. Three tests, 30 minutes, no agency, tell you which one you're actually looking at.
9 min read
Anchor · Magnetic Messaging Framework
What changes about B2B positioning when AI is doing the buyer research?
The buyer changed and so did the first-pass evaluator. ChatGPT, Claude, Gemini, and Perplexity now summarize, rank, and filter B2B vendors before the buyer ever clicks a homepage. Three diagnostic prompts tell you in 20 minutes whether AI buyer research has already filtered you out.
10 min read
Anchor · Magnetic Messaging Framework
What does it mean when my marketing spend is going up and my pipeline is going down?
When spend climbs and pipeline falls, the problem is almost never the tactics. It's bottlenecked marketing ... stuck behind a positioning problem upstream. Five diagnostic questions, the ANA/Madison Logic numbers behind the pattern, and what to fix before spending another dollar.
10 min read
All Insights
The End-to-End Solution Fallacy
Every vendor sells a complete solution. None of them are. The customer knows. The mismatch is why your homepage sounds suspicious.
Take the 7-Word Verbal Identity Challenge
In exactly seven words, describe what changes for your customer after working with you. No buzzwords. No vague adjectives. Make us SEE the transformation. The diagnostic that tells you whether you actually know what you sell.
Why Your Current B2B Messaging Is Killing Your Growth
9 in 10 growth-stage B2B founders we audit think their messaging problem is a tactical problem. They've tried the rewrites, the new agency, the LinkedIn ghostwriter, the AI tool. They think the next tactic will fix it. It won't. The problem they're describing as 'marketing isn't working' is a positioning failure two layers upstream, and every tactical attempt is just a different shade of lipstick on the same pig. Three diagnostic tests, 30 minutes, no agency required, will tell you whether the message itself is bleeding pipeline you should be closing.
The Discovery Prompter: A Sales Deck Narrative Strategy That Stops Pitching and Starts Enrolling
A sales deck narrative strategy that closes complex B2B deals doesn't pitch the product. It prompts the buyer's own discovery. Across 100+ B2B sales decks we've audited in 2026, the ones closing $25K+ deals share three traits. The ones losing share one: they explain. Here's the diagnostic, the pattern, and the playbook for rebuilding your deck as a Discovery Prompter.
The Death of the Org Chart Agency
The agency is still standing, the lights are still on, the clients are still paying. Just the way a forest looks like a forest the morning after a fire, before anyone walks close enough to see the ash. AI didn't replace the specialists. It removed the reason they had to be separate humans in the first place. Here's what comes next.
Story-Driven Homepage: The 2026 Playbook for Converting B2B Traffic
A story-driven homepage centers the buyer's transformation, not the company's features. We've audited 200+ B2B homepages this year. The average NarcScore is 78 out of 100. Nine in ten lead with 'we.' Seven in ten fail the Cover-the-Logo Test. Here's the diagnostic, the pattern, and the playbook for converting B2B traffic in 2026.
AI Brand Twin: Scaling Voice Without Losing Soul
An AI Brand Twin is a custom GPT or Claude Project trained on your Magnetic Messaging Framework. It's not 'AI for marketing.' It's your specific brand bible distilled into a working model. Without it, AI produces what we call AI-Parmesan. With it, AI scales your actual voice.
AEO Strategy: How to Rank in ChatGPT, Gemini, Perplexity, and Claude
AEO isn't SEO with new keywords. It's the practice of being quotable enough that AI engines lift your phrases verbatim into their answers. Most B2B sites we audit score 3 out of 10 on AEO. Here's the diagnostic, the patterns, and what to fix this week.
How NarcScore Reveals What's Actually Killing Your B2B Homepage
NarcScore is the percentage of your homepage that talks about your company versus your customer. Across 200-plus B2B audits, the average is 80/20 self-talk. Buyers feel it. AI engines feel it. Here's how to measure your NarcScore in 15 minutes and what to do once you have the number.
The State of B2B Messaging 2026: How AI Killed Volume and Made Voice the Only Moat
Annual report from PitchKitchen on where B2B messaging actually stands in 2026. Across 200+ B2B audits, we've watched AI flatten the production layer to zero, and the companies still trying to win on volume are losing to the few who picked a fight. Here's the diagnostic stack, the five patterns we see everywhere, and what we predict for the rest of the year.
Strategic Positioning Is the Only Moat AI Can't Copy
Most B2B "positioning" is a slogan that could live on your competitor's homepage and nobody would notice. Real positioning is a stake-in-the-ground point of view that AI can't copy because AI never had access to it. Here's the diagnostic, the macro frame, and what to do about it this week.
AI-Parmesan: The B2B Marketing Plague Nobody Is Naming
If your homepage says 'AI-powered platform that empowers your team to...' you're inside the pattern. So is your competitor. So is everyone. There's a name for it. Here's the diagnostic and the fix.
Your Sales and Marketing Teams Are Fighting a War Nobody Wants to Name. Let's Fix It.
Most sales and marketing teams are telling two different stories to the same buyer. On May 19, Richard Harris and I are hosting a roundtable for 10 founders who are done with this war.
Half of Your Brand Identity Is Invisible to AI. Guess Which Half.
A CEO just spent $80K rebranding. New logo, new colors, beautiful 60-page brand book. Same homepage copy. He just polished the half nobody sees — and the half AI can't read.
No One Talks About What You Actually Lose When Your AI Content Sounds Like Everyone Else's
Everyone talks about how to use AI to create more content. Nobody talks about what you lose when that content sounds like everyone else's. You're losing trust, positioning, and compounding. And most companies won't notice until the damage is done.
You Don't Need a Marketing Team. You Need a Story. AI Should Be Doing the Rest.
Most B2B founders are still paying the 2022 Marketing Production Tax in 2026. Six bodies and an agency to ship a homepage update. Meanwhile a founder with a Brand Twin ships 20 pages in an afternoon. The team isn't shrinking because of layoffs. The work just collapsed.
Founders Don't Need Another Brand Strategist. They Need a Message Doula.
Most founders don't have a messaging problem. They have an articulation problem. The marketers and CMOs they keep hiring are trained to treat that as a medical procedure. It isn't. It's a transformation. And what they actually need is a doula.
AI-Parmesan Just Became a Securities Problem
Fortune just ran a Baker McKenzie piece on AI-washing. 51 securities class actions in five years. Global Predictions got SEC-charged for one sentence. AI-Parmesan stopped being a positioning problem the day a top-100 law firm explained why your homepage is now litigation exposure.
What Do You Call the Agency That Replaces All Your Agencies?
Five vendors. Five stories. Zero coherence. $330K a year. The old agency categories are collapsing because AI killed the production layer that justified them. What replaces them doesn't have a name yet. We're proposing seven.
Mockups and Wireframes Are Dead
A CEO just got a $38K, 12-week website redesign proposal. Discovery phase. Wireframes. Three rounds of mockups. Development. QA. The whole pipeline. Every step of it is dead. He just hasn't been told yet.
Our Marketing Team Gave Us 59 Leads Last Month. Our Sales Team Says They're All Garbage. Who's Right?
I've seen this meeting fifty times. Marketing says the leads are good. Sales says they're garbage. The CEO doesn't know who to believe. Both sides are right. Both sides are wrong. Because neither is naming the actual problem.
Newsflash: You're Now Marketing to Machines
Your buyers have stopped Googling. They're asking ChatGPT, Claude, and Perplexity. And the machines are recommending whoever has the clearest answer. If your messaging is vague, you're not penalized. You're invisible.
67% of Sales Reps Are Missing Quota. Your 2022 Marketing Structure Is Why.
A CEO told me his marketer keeps warning about AI risks while nothing changes. Same process. Same timelines. Same output. Meanwhile his sales team is starving. The Great Reset is here. Most founders don't know it yet.
Should We Replace Our Marketer with ChatGPT?
A $11M SaaS founder asked me if ChatGPT could do his marketer's job. The answer depends on whether she was deciding what to say... or just saying it somewhere.
Why does AI keep producing generic content for our company?
AI isn't broken. Your business is missing a Context Engineering layer. Without a documented brand bible feeding it, AI fills the vacuum with the internet's average. Here's the fix every B2B company needs before 2027.
Is ChatGPT 5.5 better than Claude Opus 4.7?
Stop asking which AI model is best. The model isn't your differentiator. What you train it on, what you build with it, and what you say about it is. Here's the question to ask instead.
How can we talk about how we use AI without sounding like everybody else?
Real AI doesn't help you if your homepage describes it the same way the next 1,000 companies describe theirs. The fix isn't more proof points. It's a real point of view about who you built it for that no one else built it for.
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