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They have a lot of content, but no conviction.

Knowledge was the moat for a long time. If you knew the thing and could explain it clearly, you could build an audience on that alone. I built SaaS brands and my own social following on this wave. It worked well, and I am damn good at it.

But that era is fading fast.

Now information is cheap, expertise is easily faked, and "how-to" content just doesn't deliver the results it used to. It's not dead, but it's definitely not enough.

Which is why I keep repeating myself:

Every company creates content. Almost no one creates believers.

Believers don't come from volume, and they don't come from just being helpful. They come from what you believe, said out loud and often enough that someone can repeat it back to you without checking their notes. That means saying things some people will disagree with (which is the part that scares teams off, and the exact reason it works).

Your POV is your unique perspective or stance that you consistently communicate and embody. And it's been my answer since my first day at Gong. Every brand I've built, every client I've taken since.

I see POVs as a sorting mechanism — it's what makes the right person stop and the wrong person leave. I want both.

Because closest to the customer wins. And nothing gets you closer than their beliefs: the things that decide what they do, how they do it, and why. Tap into that, get them to identify with you, and you don't just win clients. You win super fans — people who buy, buy again, and bring their friends.

That's the only kind of reach I care about.

It's also why your POV comes first. Before channels, before the calendar, before a single deliverable. Because 95% of your market isn't buying today, and what survives that wait is a belief they picked up from you months ago.

I’ve experienced this firsthand multiple times. The benefits are undeniable. 

It differentiates you from competitors so you stand out (almost effortlessly). A great POV makes you memorable in a sea of sameness. It sears a place in your market’s memory.

You immediately resonate with the right people to build your audience. When done correctly, your POV is a magnet for attracting the right people (read, buyers) towards you. 

Your brand is consistent and easily recognizable. Your decisions, from your tone to products you offer, are all aligned and you can operate faster. 

The best part is that your POV helps unlock a compounding effect that fuels growth across your business.

But most marketers get stuck on the how. 

So let’s fix that. 

POVs are not taglines. 

They are not best served clever with a side of jargon, either. 

Your goal is to resonate and be memorable. 

Here’s a step-by-step process to surface your beliefs and clearly articulate your Why.

This is the tough but fun part. 

Fun because it’s a great creative exercise. 

Tough because it’s easy to over think and over complicate. 

Your POV should be:

Here are some helpful examples:

DemandJen - Your sales team doesn’t need a motivational speaker at sales kick off because they don’t have a motivation problem — they have an execution problem. If you want to make them more productive, they need to learn how to beat the status quo.  

Old Way: motivation. New Way: execution.

BeaconGTM: If you don’t set up your GTM foundation early on, you’ll always be playing catch up. Disciplined, consistent operating rhythms are the difference between siloed, erratic organizations and well-oiled revenue machines. If you want a high-performing go-to-market team, you need strong foundations.

Old Way: figuring out GTM as you go. New Way: disciplined operating rhythms from day one.

Exitfive: There is so much noise about marketing and it’s hard to grow your career as a B2B marketer because nobody goes to school for B2B marketing. Instead of winging it or going at it alone, rely on digital content and a dedicated community exclusively focused on B2B marketers.

(Notice two of these have a clean old way / new way. Exitfive doesn't — it's built on a gap in the market instead.)

You can also talk to happy clients and ask them what they think your POV is, or to workshop what you come up with after today’s exercise. 

You can see from the examples above that there’s not a singular “right” style to POVs. That’s one reason I decided to provide a handful. 

I want you to see there are multiple flavors. You are welcome to mirror or create your own flavor. 

If you follow today’s advice and create a memorable POV, you will stand out, grow faster, and have more fun doing it.

That’s what marketing is all about, innit?

And if you need help, I run POV Narrative workshops for teams that know what they believe but can't say it in one sentence. DM if that’s you, happy to talk it through.

Holler at you next Saturday,
Devin

PS: It took me 2.5 hours to think about, type, and edit this newsletter.

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Pen by Devin Reed​
​Founder, The Reeder​

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