Schedule a call with a Wiz expert, right? Instead of just saying, "Get a demo," "Schedule a call with a Wiz expert."

They have like, if you go to their blog, their featured image are like really, really consistent and using the same set of color.

Like they, they use this kind of pastel blue, pastel pink.

Uh, their diagrams is also quite unique.

They look like they, they have this magic hand, uh, magic wand type of visual across everywhere.

So if you look at their scoring, their logo and marks is, uh, three out of three because they are using extremely simple star thing that looks like, you know, the magic thing.

No one else in their category do that.

Did you use AI to figure out the tech stack to go and use to build this? Did you say, "Here's my idea, how would I go do this?"

[laughs]

It's to talk about how to stand out in, in B2B in particular.

So yes, some of the lesson you'll, uh, you'll hear are relevant to everyone marketing anything.

Uh, but specifically today what I wanna share is a study, uh, we've just done in the B2B, uh, market.

And by B2B we mean mostly B2B tech, uh, and related, so SaaS, AI, and stuff like that.

Um, I will use a couple of big words.

Uh, it's not to sound super smart, 'cause I'm not.

It's still live.

Sure.

The reason why I asked you to open this package six is because we are talking about distinctiveness a bit, and one of the core fundamental principle that I think many B2B companies in particular get wrong is this idea that you don't need to ha- to add and attach meaning to all of your brand assets in order to stand out, and in fact, you should probably go after one or two assets that are meaning free.

So I'll explain what that means.

It means, like, you know, when you taste water, it tastes like nothing because our brain is kind of wired to this is the average, this is what it should taste like.

This is the bland thing.

And it's there because if it's poisoned or if there's a, was a dead sheep at the top of the hill and you drink that water, you could die.

And so you don't want to create something that is meaningful, like, you know, all of those copywriters that have a fountain pen as a logo.

Yes, I do.

Right.

And that's something I like to fight against when I work with people.

It's like, "You know what? One conversation with one client, the right person with the right questions, I'm pretty sure I could get better information than this hundreds, hundreds and hundreds of reports." And that's what I told them, which is insight foraging.

"Let's forget everything here 'cause you're talking nonsense.

You don't even know what you're doing." And I want you," and I'm talking to the CEO and, and most of the directors, "I want you to personally talk to recent customers, so people who had already bought the product recently." Important phrase so that they remember somewhat of the experience and we have proof that they've bought it, so we don't ask random people what they think about shampoo.

Would they buy this shampoo? Blah, blah, blah, blah, blah.

We focus on, on, on things that have happened, which is another very important criteria.

(laughs)