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Hello and welcome to the 169th edition of Fresh Salmon.

If you're new here, welcome aboard! 🧡
And if you’d like to catch up on past issues, click here.

Meet our primary partner for today’s edition: Deel. Check them out 👇👇

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The Next Wave Is Younger, Faster, and Already Shipping

I’ve been observing a very specific kind of founders lately.

Not the usual ex-consultant–turned–platform whisperer.
Not the polished post-MBA cohort optimizing CAC-to-LTV slides.

I’m talking about Gen-Z AI-native founders.
19 to 22.
SF or NYC.
Fully online, fully caffeinated, and fully plugged in.

And here’s the truth:
They’re building companies like the rest of us are still trying to explain what a “media-first strategy” means.

Let me break down what I’m seeing - and why B2B leaders should be a little scared (in a healthy way).

School’s Out. Discord Is In.

These kids didn’t want a seat at the table.
They decided to build a new game room.

They looked at the equation:

• $200K for college

• $45K starting salary

• $4,000/month rent for a studio in Brooklyn

…and collectively said:
“No thanks.”

So they skipped the “resume era” and launched straight into the “build-in-public, optimize-for-virality, stack-cash-or-raise-capital” era.

The outcome?
We’re watching a generation reject the system—and win by reinventing it.

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Startups as Algorithmic Performance Art

These aren't companies in the traditional sense.

They’re growth loops built for the feed.

Every demo, every bug fix, every pitch deck... it’s content.

They’re not writing case studies.
They’re shipping product at 2 a.m., and posting a TikTok about it by 2:17 a.m.

Their businesses are part SaaS, part spectacle.
A little NELK Boys. A little Sam Altman. A little YC demo day in a Twitch stream.

It’s not "build it and they will come."
It’s “build it, film it, meme it, ship it again.”

And it works.

AI Is Not Their Tool. It’s Their OS.

Here’s the mind-bender.

Most B2B folks still treat ChatGPT like a better Google.
“Can you rewrite this email?”
“Summarize this whitepaper…”

These kids?
They treat GPT like their cofounder.

It’s doing:

• Copywriting

• Mockups

• Market research

• Cold outreach

• Customer support

• Landing pages

• Strategy outlines

• Slide decks

• Code audits

All before lunch.

They don’t “use” AI.
They run on it.

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Every Move Is Built to Go Viral

You know how you’re planning Q3 content strategy?

They’re reverse-engineering viral loops into their product features.

They ask:

• Will this clip well on TikTok?

• Can this launch thread on X hit 100k views?

• Does this UI make for a “day in the life” reel?

They don’t have growth marketers.
They are the growth engine.

This isn’t marketing.
It’s content-led distribution at the product level.

Your slide deck is their cold open.
Your funnel is their trailer.
Your buyer persona is their comment section.

Cash Flow or Cap Table - Doesn’t Matter

Some go full bootstrapped.
Think: mini app portfolios, $5/month tools, plug-and-play AI wrappers with fast revenue.

Others raise millions and wear it like a badge.
Because in their world, distribution + story = funding.

They post a thread.
They get a DM from a VC.
They hop on a Zoom from a WeWork phone booth.
They close $500K and announce it with a B-roll founder montage set to Kanye.

You’re optimizing your CRM.
They’re minting belief in public.

Different games.

What This Means for B2B Founders, Marketers & GTM Teams

Let me be blunt.

While you’re tightening the MQL definition for the eighth time…
While your team debates whether TikTok is “on brand”...
While your sales deck gets 14 rounds of approvals…

These kids are launching product, building audience, and generating pipeline - all from a group chat.

They:

• Move faster

• Spend smarter

• Create more

• Share louder

• Fail publicly

• Learn quickly

• Optimize everything

They don’t see a broken system.
They see a playground - and they’re already mid-game.

Some will crash hard.
But some?
Some will run laps around B2B teams who are still using 2015’s content calendar template.

You’re Not Just Competing With Companies. You’re Competing With Culture.

And culture… is younger, faster, and more resourceful than ever before.

The new generation of founders isn't trying to fix your funnel.
They’re skipping it.

They're building brands that are born viral, product-first, and media-native.

You don’t have to copy them.
But you do need to understand what you're up against:

→ B2B isn’t a quiet corner anymore.
→ Gen-Z isn’t just building social apps.
→ And AI-native, media-led companies are no longer a niche.

They're coming for your customers.
Your attention.
Your market share.

Better start moving like it.

Interesting Thing That I Wrote This Week

That’s it for this week! If you found this newsletter valuable, share it with a friend.

See you next time!

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.