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This week’s newsletter cuts through the noise. Whether you’re trying to sharpen your strategy, validate a new idea, build content that converts or just navigate a tough conversation, the through-line is clarity. Less fluff, more focus. Because success – in business, in brand, in life – comes from understanding what really matters and acting on it. Let’s dive in.

Enjoy!

Your audience isn’t who they are, it’s what they need

Traditional B2B personas are often cluttered with irrelevant details – hobbies, hair colour, favourite holiday destination – that do little to explain why someone might actually buy your product. Enter the JTBD (jobs to be done) framework. Instead of imagining your buyer’s life story, it asks a far more useful question: what job are they hiring your solution to do? This Forbes article explains how shifting your focus to use cases, pain points, KPIs and buying triggers can radically sharpen your content strategy. It’s a smarter, more actionable way to understand what your audience truly wants – and how you can help them get it.

Report reveals greater success for startups

The startup graveyard might not be as crowded as you’ve heard. Contrary to the much-repeated stat that 90% of startups fail, new PwC analysis reveals the failure rate among early-stage UK companies is at its lowest in over a decade. In 2024, startups accounted for just 46% of all business insolvencies – a sharp drop from the 60% average of the past ten years, even as company formations hit record highs. So, what’s going on? It’s a mix of adaptability and austerity. Many founders have tightened costs, embraced GenAI and delayed big bets to protect runway. But with investor caution growing and talk of “zombie” companies surfacing, the real test may lie ahead: can these leaner startups reignite growth – or are they just biding time?

No virals, just value – LinkedIn’s slow burn potential

Former editor of The Face turned exec coach Sheryl Garratt decided to run a 90-day LinkedIn experiment – not to go viral, but to see if the platform could genuinely support her business. While the results didn’t see runaway hits, a pipeline of new clients did emerge, as well as £9k in revenue and a much richer, more relevant network. In other words, showing up consistently paid off – not just in leads, but in ideas, reconnections and clarity. Her big takeaway is don’t chase numbers but chase resonance. Read the thoughtful article here.

AI prompt of the week: the validation blueprint

Welcome to your new weekly dose of genuinely useful prompts designed to help you work smarter. To kick things off, here’s one for anyone brewing a business idea and wondering, “Will this actually fly?” Drop this prompt into ChatGPT and you’ll get a tailored validation plan to test your assumptions:

“Help me design a validation plan for my business idea: [brief description]. My target market is [ideal customer]. I want to: (1) confirm a real problem exists, (2) assess interest and willingness to pay, and (3) identify any weaknesses in the concept. Suggest methods based on a [small/medium/large] budget and [desired timeframe]. Also include tips for analysing competitors and key success metrics I should track.”

It’s a smart way to structure your early thinking, avoid building in the dark and start testing with purpose. Keep it handy – and come back next week for another founder-friendly prompt.

Are better AI models really better?

As AI models get more powerful, the hype often hinges on how much “better” they are. But better at what, exactly? In a thought-provoking piece, tech analyst Benedict Evans explores how many tasks aren’t about being better – they’re about being right. And when you’re trying to automate something with a binary outcome (like looking up a hard number in a government PDF), even the best models today can fumble with flair. So, should we keep asking AI to do tasks it’s fundamentally unsuited for – or just change our expectations altogether? Maybe the real win is rethinking which jobs benefit from a little unpredictability. Find out more here.

Okay, this is getting silly now

We’ve also reached the point where you can use an AI tool that stops AI copy sounding like AI. By next month, presumably we’ll have another tool that further refines that refined copy.

Start with why

Simon Sinek’s Golden Circle is one of the most enduring ideas in business storytelling. His insight is that great leaders and companies don’t start with what they do or how they do it – they start with why. Purpose, in other words, is what inspires action. Apple doesn’t just sell computers; it challenges the status quo. Patagonia doesn’t just make outdoor gear; it fights to protect the planet. According to Sinek, starting with why creates deeper emotional connection, trust and loyalty.

It’s a compelling idea – but not everyone agrees. Critics argue that customers often care far more about what you offer and how well it works than your lofty ideals. In other words – the reason you do it might not be the reason anyone buys it. Still, whether you’re a true believer or a sceptic, the Golden Circle is a powerful lens for examining how you talk about your business – and why it resonates (or doesn’t). Find out more here.

From scroll to sale: winning with short-form video

If you’ve been putting off short-form video because it feels like a Gen Z playground or a time-suck for low returns, HubSpot’s latest guide might change your mind. Packed with practical tactics, it explains why short-form is now a high-ROI channel for B2B brands and small teams – not just influencers with ring lights. From platform-specific tips to ideas for repurposing existing content, it’s a useful primer for anyone looking to drive reach, engagement and conversion without blowing the budget. It also includes helpful examples and a planning worksheet to get you started. Grab the free download here.

The new laws of content: stop dabbling, start building

If you still think of content marketing as an occasional blog or a few social posts a week, it’s time for a serious upgrade. The US-based Content Marketing Institute has just released its seven updated ‘laws’ for thriving in the AI-saturated, trust-scarce content landscape of 2025 and beyond. The overarching message is that content marketing is no longer a side hustle – it’s the strategy. From treating your content like a business (complete with a P&L) to building a scalable supply chain and ruthlessly cutting the mediocre, it’s a wake-up call for anyone still winging it. Great content isn’t about chasing channels – it’s about creating value your audience would miss if it disappeared. Get the insights here.

How to defuse tension and move forward

Conflict doesn’t have to derail progress. Here are nine simple prompts that help open up dialogue, clarify misunderstandings and create space for resolution. Whether you’re dealing with a colleague or client, keeping a few of these up your sleeve can turn confrontation into collaboration.

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Drop me a line

That’s a wrap for this week. As ever, the goal isn’t volume – it’s value. If something here nudged your thinking, sparked a new idea or earned a quiet nod of recognition, then it did its job. I’ll be back next week with more tools, trends and talking points to keep in your corner. Until then, stay curious – and feel free to send anything interesting my way.

Cheers!
Adam

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