Dearest reader of my humble newsletter,

I’ve been digging through some new research, and I found something that I think every B2B founder, consultant and business owner should pay attention to.

​McKinsey’s 2026 Global B2B Pulse Survey looked at nearly 4,000 B2B decision-makers across 13 countries.

One finding caught my eyes straight away:

B2B buyers now use an average of TEN different channels during their purchasing journey. Madness but true!

The biggest reason buyers gave for switching suppliers was inconsistent information across teams.

Well, that's a serious tell for me...

Your prospective clients are researching you long before they ever speak to you.

They might discover you through LinkedIn, Google, ChatGPT, your website, a podcast you’ve appeared on, or something somebody else has said about you.

And they’re piecing together a picture of who you are, what you offer, and whether you’re worth the money you’re charging.

Now, McKinsey’s findings are primarily about the wider B2B purchasing experience. But there’s a rather useful lesson here for smaller, founder-led businesses too.

If every place someone encounters you tells a slightly different story, you’re making their buying decision unnecessarily difficult.

And believe me, your prospective clients have better things to do than play detective with your business.

Here’s a little exercise I want you to try.

I’m calling this The Buyer Consistency Test.

Give yourself 15 minutes.

Choose one of your core services, ideally the one you’d most like to sell more of.

Now open:

Your LinkedIn profile, particularly your headline and About section.

Your website and the page describing that service.

Two or three of your recent LinkedIn posts.

Your latest sales proposal or pitch deck, if you have one.

Now ask yourself five questions:

1. Who exactly is this for?

Could somebody recognise themselves as your ideal client within a few seconds?

1. What problem am I actually solving?

And I mean a real business problem, rather than something vanilla about helping people unlock their potential. (I’ve yet to meet a founder who wakes up in a cold sweat worrying about their untapped synergies.)

1. What is somebody actually buying from me?

Is the offer specific enough that they understand what they’re getting and what they’ll be able to do differently afterwards?

1. Why should they choose me over somebody else?

What makes your particular experience, perspective or methodology truly different?

1. Does my pricing reflect the value of my expertise?

Or have I based it on what everybody else appears to be charging, with a little guesswork thrown in?

Your homework is to look for inconsistencies between your answers across those different places.

You might discover that your LinkedIn profile is positioning you as a generalist while your actual expertise is highly specialised.

Or that you’ve developed a brilliant new service, but your website is still talking about the business you ran three years ago.

Perhaps you’re sitting on twenty years of experience and pricing yourself like somebody who started last week.

These are precisely the things I look for when I work with founders.

And sometimes, fixing the positioning changes the whole commercial conversation.

Which brings me to something rather special for my email subscribers. Yes, that's you lovely lot reading this. ❤️

I’ve already booked two of my four October Mind Map Strategy sessions at £600 each.

But I made a promise to my subscribers that you would always have access to my Mind Map at £500.

And I’m keeping that promise.

So I’m opening the remaining two places exclusively to you at £500 each.

You can have your session in October, or book ahead for November if that suits you better.

Now, I want to explain what you’re actually getting, because this has developed into something rather more extensive than a LinkedIn consultation.

Here’s what we’ll work on together:

Your positioning and differentiation: We’ll investigate what makes your particular expertise valuable, identify the clients you’re best placed to serve, and develop a much clearer proposition.

Your offers: We’ll look at what you’re currently selling, how your services could be developed, packaged and named, and whether there are opportunities you’ve overlooked.

Your pricing: We’ll research your industry, benchmark your positioning and pricing against relevant competitors, and work towards a pricing structure that reflects the expertise and value you’re bringing.

Your LinkedIn presence: We’ll work on your profile positioning, messaging, audience and content strategy so that the right people can find you and understand why they should work with you.

Three months of content ideas: You’ll get a personalised content roadmap based on your actual experience, perspectives, opinions and the problems your ideal clients are dealing with.

Your bespoke Mind Map Strategy document: An extensive, personalised document pulling all of our findings together into a practical framework you can refer back to and implement.

A whole month of support: You get my follow-up calls, guidance and hand-holding as you start putting everything into practice.

We start with a thorough 90-minute deep dive.

You talk, I ask lots of questions, occasionally rather uncomfortable ones.

It’s the former investigative journalist in me. I can’t help myself. 😈

And afterwards I do the research, connect the dots, and turn what we’ve uncovered into your strategy.

Don’t just take my word for it.

Here’s what a few lovely people who’ve been through the process have said:

Leslie Castro-Woodhouse:

“This is SO much more than I expected to receive”

Samir Malek:

“The way you articulated it made it so clear and easy to focus and find direction to move in. I was blown away.”

Michelle Peters, SC Prose:

“I got a lot of value out of it.”

“The $500 investment was well worth it!”

I love receiving feedback like this, especially because I know how much expertise people often have sitting in their heads that they’ve never properly articulated, packaged or commercialised.

And this is something enjoy getting my fangs into.

So, here’s your invitation.

Two places... £500 each... Exclusive to my email subscribers.

The public price is currently £600, and I intend to increase it, but your subscriber rate stays at £500.

You can book for October or November.

​Reserve your £500 Mind Map Strategy Session here​

And if you’re not ready to book, please do the little exercise I shared above anyway.

It might reveal something about your business that’s been staring you in the face for years.

Sometimes we’re so close to our own expertise that we’re the last people to recognise what makes it valuable.

Much love,

Zsike ❤️