Ever notice how the businesses spending the most on marketing often seem to be getting the least out of it? In this episode, Ethan Decker sits down with Gee Ranasinha, founder of KEXINO, to dig into why so many "marketers" are really just doing comms, and why that confusion is quietly wrecking growth for small and mid-sized B2B companies. Gee and Ethan trade stories about founders who won't say no to anything, the evolutionary reasons B2B buyers play it safe, and why trying to be all things to all people is a race to the bottom on price. Expect sharp analogies, a little biology, and a shared conviction that narrowing your focus is the fastest way to actually get noticed. Great for founders, in-house marketers, and anyone who has ever been asked to just make the deck look prettier.
Featured Cover: Soft Cell's cover of Gloria Jones's Tainted Love
If you've ever been told your marketing needs to be louder, shoutier, or on one more channel, this one's for you. Subscribe to Cover Brand for more, share this episode with someone who's been asked to just make the deck look nicer, and head to appliedbrandscience.com to dig further into the science behind the stories.
Produced by BiCurean.com
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