Show up like the company you want to become — not the one you are

𝗦𝗵𝗼𝘄 𝘂𝗽 𝗹𝗶𝗸𝗲 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲𝗰𝗼𝗺𝗲 — 𝗻𝗼𝘁 𝘁𝗵𝗲 𝗼𝗻𝗲 𝘆𝗼𝘂 𝗮𝗿𝗲.

I’m always surprised by how many companies — from early-stage startups to sizable B2B firms, especially in tech — neglect how they present themselves externally.

Elevator pitch? Missing or muddled.

Website? One or two generations behind.

Positioning? Generic and forgettable.

Visual identity? Treated as an afterthought.

This isn’t cosmetic.

It’s a market signal — and in crowded markets, signals matter.

Because perception shapes belief. And belief fuels traction.

When you show up like a more advanced company:

➜ You attract stronger partners

➜ You gain buyer confidence faster

➜ You unlock bigger conversations

➜ You build momentum beyond your current scale

This applies everywhere — from a 10-person startup chasing its first enterprise deal, to a $500M industrial company trying to expand, to an AI company with great engineers and great code… but no narrative.

Some of the biggest positioning gaps I’ve seen come from companies that never evolved how they tell their story — or worked seriously on their differentiation.

So no — growth doesn’t just come from a better tech or smarter sales execution.

It also comes from showing up like the business you’re becoming.

𝗥𝘂𝗹𝗲 𝗼𝗳 𝘁𝗵𝘂𝗺𝗯? 𝗠𝗮𝗸𝗲 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳 𝗹𝗼𝗼𝗸 𝟭𝟬𝘅 𝗹𝗮𝗿𝗴𝗲𝗿 𝘁𝗵𝗮𝗻 𝘆𝗼𝘂 𝗮𝗿𝗲.

Start with a sharper pitch. A clearer brand. A point of difference. A message people can actually repeat.