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Hello and welcome to the 150th edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.

The Moats of the Future: Humans, Community, and Collective Energy

In a world where AI is redefining the rules of engagement, many traditional "moats" are no longer the competitive advantages they used to be.

If you're a founder, marketer, product manager, or sales professional, it's time to rethink what sets your business apart.

What’s No Longer a Moat?

1. Technology & Entry Costs: These are increasingly commoditized. What was once a groundbreaking tech stack can now be replicated faster and cheaper.

2. First-Mover Advantage: AI has leveled the playing field, enabling latecomers to catch up and even surpass pioneers.

3. Price: A race to the bottom doesn't create loyalty—it creates fragility.

4. AI & Text Content: With AI churning out massive volumes of text and images, their perceived value has diminished.

5. Paid Ads: Saturation has driven up costs, reducing ROI. Ads alone won’t sustain you.

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The Moats That Matter in the AI Era

1. Network Effects & Partnerships: Your network is your net worth. Strategic collaborations amplify reach and unlock access to untapped markets.

2. Community: A loyal community transcends product or price. It fosters shared ownership and advocacy.

3. Audience: A captivated audience isn’t just a customer base; it’s a movement.

4. Media Content: High-quality, narrative-driven content (especially video and podcasts) builds emotional connections that AI-generated text cannot replicate.

5. Back-Channels: Intent-led outbound efforts via niche, exclusive networks are more effective than generic outreach.

6. In-Person Engagement: Live discussions, events, and direct human interaction now carry a premium value.

7. Regulation: Those who navigate and shape regulatory landscapes can turn red tape into a strategic advantage.

8. Brand & Point of View (PoV): A strong, unique perspective isn’t just a differentiator—it’s a magnet for like-minded partners and customers.

9. Attention: In the age of endless scrolling, grabbing and sustaining attention is a rare and powerful asset.

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Start Building Movements

The old playbook of building barriers won’t cut it anymore. The only truly sustainable competitive advantage in the AI era is collective human energy—communities, networks, and brands built on shared values. This energy compounds over time, creating exponential opportunities for those who invest in it.

Key Takeaways

• AI isn’t replacing human ingenuity; it’s amplifying it. Double down on what makes your brand human and relatable.

• Your network is a compounding asset. Partnerships and back-channels are today’s power moves.

• Attention is currency. Focus on creating media and experiences that captivate, resonate, and last.

• Human connection matters more than ever. Events, live conversations, and genuine engagement are priceless.

As AI continues to evolve, let’s not compete with it—let’s rise above it by focusing on the one thing it can never replicate: human connection. 🚀

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Stop Asking for a Seat at the Table—Start Proving You Deserve One

Here’s the harsh reality: Marketing is undervalued in too many organizations, and it’s not just the CEOs’ fault.

McKinsey’s latest research shows that companies with marketing at their core grow twice as fast. Yet, only 4% of FTSE 100 companies have marketing leaders in the C-suite.

Why?

Because too many marketing leaders are stuck playing tactical roles instead of stepping up as strategic business partners.

How Marketing Leaders Are Undermining Their Own Relevance

Most marketing leaders make these critical mistakes:

• Focusing on metrics that don’t matter to CEOs. Reporting likes, shares, and open rates instead of tying campaigns to revenue growth, market share, or competitive advantage.

• Talking tactics over strategy. Presenting channel-specific plans without addressing broader market dynamics or business model implications.

• Using outdated frameworks. Reducing marketing to the 4Ps (Product, Price, Place, Promotion)—a framework that’s over 60 years old and insufficient for today’s complex markets.

The result?
CEOs see marketing as a cost center, not a growth driver.

What CEOs Want to Hear from Marketing Leaders

Marketing fundamentals are not just about campaigns and tactics. They’re about driving real business outcomes, like:

1. Understanding Market Dynamics. What’s changing in the market, and how can the company adapt to win?

2. Creating and Capturing Value. How is marketing generating revenue and ensuring customers see long-term value?

3. Driving Business Model Innovation. How can marketing transform the way the business operates or monetizes its offerings?

4. Leading Market Transformation. How is the company disrupting its industry and staying ahead of competitors?

To earn a strategic seat at the table, marketers need to speak the language of business.

What to Stop Talking About:

• Brand awareness metrics

• Social media engagement

• Email campaign performance

• Content calendars

What to Start Talking About:

• Market opportunity sizing

• Strategies for creating competitive advantage

• Value capture and ROI models

• Business model innovation

The Solution Isn’t a Seat at the Table—It’s Leadership

Marketing leaders need to stop blaming CEOs for undervaluing marketing. Instead, they must elevate their role by demonstrating strategic acumen, aligning their efforts with business goals, and focusing on outcomes that drive growth.

Key Takeaways:

• CEOs don’t need to understand marketing; marketing leaders need to understand business.

• To be valued, marketers must connect their work to business outcomes like revenue, market share, and competitive positioning.

• Tactical execution won’t cut it anymore—strategy, innovation, and leadership will.

Why Imitating Competitors Is a Shortcut to Irrelevance

In the crowded world of B2B marketing, the temptation to copy what your competitors are doing is real. They post a new campaign, you feel the urge to match it. They launch a flashy initiative, you wonder if you’re falling behind. But here’s the hard truth: copying your competitor is a fast track to making your brand forgettable.

Why You Shouldn’t Copy Competitors

1. Your Competitors Are Not Your Audience.
   Their strategy is tailored (hopefully) to their audience—not yours. By mirroring their playbook, you risk alienating your own prospects by failing to address their unique needs and preferences.

2. You’re Assuming Their Playbook Works.
   Just because your competitor is doing something doesn’t mean it’s successful. Their campaign might look polished, but it could be underperforming behind the scenes.

3. You Lose Differentiation.
   Copying creates a sea of sameness. When your brand looks and feels like everyone else’s, it becomes invisible. The more forgettable your content, the less likely your audience is to choose you.

What to Do Instead

1. Know Your Competitor’s Approach—But Don’t Follow It Blindly.
   Market awareness is critical, but it’s just the start. Study your competitors to understand gaps, not to mimic their strategies.

2. Focus on Your Unique Value Proposition (UVP).
   Clearly articulate what makes your brand, product, or service different. Communicate this consistently across your messaging and campaigns. This is how you stand out and build trust.

3. Give Your Team Confidence to Innovate.
   Encourage your marketing team to embrace creativity, experiment, and take calculated risks. Bold moves build memorable brands.

4. Engage Deeply with Your Audience.
   The only opinions that matter are those of your audience. Listen to them, address their pain points, and offer solutions that make their lives better.

Winning Isn’t About Hacks—It’s About Focus.

You don’t win market share by blending in. You win by being bold, by being authentic, and by speaking directly to the people who matter: your audience.

Key Takeaways:

• Copying competitors assumes their strategies work—it’s a risky and often flawed approach.

• Differentiation is the only path to long-term success.

• Positioning your UVP clearly and uniquely builds trust and sets you apart.

• Empower your team to innovate rather than react.

Interesting Thing That I Noticed This Week

Tweet That I Posted This Week

This concludes this edition of Fresh Salmon.

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.