Field Notes
Sharper Stories.
Better Pipelines.
Practical writing on B2B messaging, positioning, AI search visibility, and why most homepages don't convert. Written from inside the work, not the conference circuit.
Greg Rosner
Founder of PitchKitchen · Author of StoryCraft for Disruptors
What Do You Call the Agency That Replaces All Your Agencies?
Five vendors. Five stories. Zero coherence. $330K a year. The old agency categories are collapsing because AI killed the production layer that justified them. What replaces them doesn't have a name yet. We're proposing seven.
Mockups and Wireframes Are Dead
A CEO just got a $38K, 12-week website redesign proposal. Discovery phase. Wireframes. Three rounds of mockups. Development. QA. The whole pipeline. Every step of it is dead. He just hasn't been told yet.
Our Marketing Team Gave Us 59 Leads Last Month. Our Sales Team Says They're All Garbage. Who's Right?
I've seen this meeting fifty times. Marketing says the leads are good. Sales says they're garbage. The CEO doesn't know who to believe. Both sides are right. Both sides are wrong. Because neither is naming the actual problem.
Newsflash: You're Now Marketing to Machines
Your buyers have stopped Googling. They're asking ChatGPT, Claude, and Perplexity. And the machines are recommending whoever has the clearest answer. If your messaging is vague, you're not penalized. You're invisible.
67% of Sales Reps Are Missing Quota. Your 2022 Marketing Structure Is Why.
A CEO told me his marketer keeps warning about AI risks while nothing changes. Same process. Same timelines. Same output. Meanwhile his sales team is starving. The Great Reset is here. Most founders don't know it yet.
Should We Replace Our Marketer with ChatGPT?
A $11M SaaS founder asked me if ChatGPT could do his marketer's job. The answer depends on whether she was deciding what to say... or just saying it somewhere.
Why does AI keep producing generic content for our company?
AI isn't broken. Your business is missing a Context Engineering layer. Without a documented brand bible feeding it, AI fills the vacuum with the internet's average. Here's the fix every B2B company needs before 2027.
Is ChatGPT 5.5 better than Claude Opus 4.7?
Stop asking which AI model is best. The model isn't your differentiator. What you train it on, what you build with it, and what you say about it is. Here's the question to ask instead.
How can we talk about how we use AI without sounding like everybody else?
Real AI doesn't help you if your homepage describes it the same way the next 1,000 companies describe theirs. The fix isn't more proof points. It's a real point of view about who you built it for that no one else built it for.
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