Built at Inflection Points: Hassan Anjum https://hassananjum.com/insights Observations from operating at inflection points. On positioning, narrative architecture, category strategy, and the leadership decisions that shape how markets see a company. en-us Fri, 09 Oct 2026 17:16:07 GMT "It's Fine." And Other Compliments That Should Terrify You. https://hassananjum.com/insights/its-fine-compliments-that-should-terrify-you https://hassananjum.com/insights/its-fine-compliments-that-should-terrify-you Wed, 07 Oct 2026 00:00:00 GMT There is a category of feedback in marketing that sounds like approval but functions as a warning. Copywriting Nobody Knows What "Pop" Means. Here's What Great Marketing Judgment Actually Looks Like. https://hassananjum.com/insights/nobody-knows-what-pop-means-marketing-judgment https://hassananjum.com/insights/nobody-knows-what-pop-means-marketing-judgment Wed, 30 Sep 2026 00:00:00 GMT There is a phrase that lives in every marketing meeting in every company in every industry. Marketing Leadership Be a Brendan: The Underrated Leadership Skill Nobody Puts on a Resume https://hassananjum.com/insights/be-a-brendan-leadership-skill https://hassananjum.com/insights/be-a-brendan-leadership-skill Wed, 23 Sep 2026 00:00:00 GMT Years ago I was in Rome with my first son. Leadership The Boring Superpower: Why Consistency Beats Every Campaign You've Ever Run https://hassananjum.com/insights/boring-superpower-consistency-beats-every-campaign https://hassananjum.com/insights/boring-superpower-consistency-beats-every-campaign Wed, 16 Sep 2026 00:00:00 GMT Every marketer has a folder. Brand Strategy The Four Words That Kill More Campaigns Than Any Bad Idea https://hassananjum.com/insights/four-words-kill-campaigns https://hassananjum.com/insights/four-words-kill-campaigns Fri, 11 Sep 2026 00:00:00 GMT The most dangerous phrase in marketing is not a bad idea. Brand What Happens to Your Narrative When the Market Catches Up https://hassananjum.com/insights/when-the-market-catches-up-to-your-narrative https://hassananjum.com/insights/when-the-market-catches-up-to-your-narrative Tue, 01 Sep 2026 00:00:00 GMT There is a moment in the life of every successful B2B narrative that nobody warns you about. Category Strategy The Death of the Demand Generation Playbook https://hassananjum.com/insights/death-of-demand-generation-playbook https://hassananjum.com/insights/death-of-demand-generation-playbook Fri, 14 Aug 2026 00:00:00 GMT The demand generation playbook that worked in 2022 is not just underperforming in 2026. It is actively hurting pipeline quality for the teams still running it. Content Strategy Why "AI-Powered" Is the New "Leading Provider" https://hassananjum.com/insights/ai-powered-is-the-new-leading-provider https://hassananjum.com/insights/ai-powered-is-the-new-leading-provider Fri, 24 Jul 2026 00:00:00 GMT A few years ago, every B2B company was a "leading provider of innovative solutions." Positioning The Founder Who Sells Is a Feature, Not a Problem https://hassananjum.com/insights/founder-who-sells-is-a-feature https://hassananjum.com/insights/founder-who-sells-is-a-feature Wed, 08 Jul 2026 00:00:00 GMT Every conversation about founder-led sales eventually lands in the same place. Founder Gtm Your Buyer Now Has an AI Agent. Does Your Narrative Talk to It? https://hassananjum.com/insights/your-buyer-has-an-ai-agent https://hassananjum.com/insights/your-buyer-has-an-ai-agent Fri, 12 Jun 2026 00:00:00 GMT There is a new person in every B2B buying process. Gtm Strategy Brand vs. Noise: Five Signals That Tell You Which One You Actually Have https://hassananjum.com/insights/brand-vs-noise-five-signals https://hassananjum.com/insights/brand-vs-noise-five-signals Tue, 02 Jun 2026 00:00:00 GMT Most companies think they have a brand. Brand Before AI PCs Were a Category, Someone Had to Build the Narrative First https://hassananjum.com/insights/before-ai-pcs-build-narrative-first https://hassananjum.com/insights/before-ai-pcs-build-narrative-first Tue, 19 May 2026 00:00:00 GMT The hardest GTM problem is not competing in a crowded market. Lessons Learned Category Creation vs. Category Capture: Which Narrative Strategy Actually Wins? https://hassananjum.com/insights/category-creation-vs-category-capture https://hassananjum.com/insights/category-creation-vs-category-capture Tue, 05 May 2026 00:00:00 GMT The startup ecosystem is obsessed with category creation. Category Strategy From PMF to Scale: The 7-Step Narrative Engine That Turns $50K MRR into $500K https://hassananjum.com/insights/pmf-to-scale-narrative-engine https://hassananjum.com/insights/pmf-to-scale-narrative-engine Tue, 21 Apr 2026 00:00:00 GMT You hit revenue. People are actually paying for what you built. Founder Gtm 112 Minutes a Month: The Alignment Ritual That Makes Your Narrative Stick Across Every Team https://hassananjum.com/insights/112-minutes-alignment-ritual https://hassananjum.com/insights/112-minutes-alignment-ritual Tue, 07 Apr 2026 00:00:00 GMT I have worked with companies that scaled past 50 people and still had three different stories running simultaneously. Gtm Alignment Everyone's Publishing. Nobody's Being Believed. Here's the Difference. https://hassananjum.com/insights/everyone-publishing-nobody-believed https://hassananjum.com/insights/everyone-publishing-nobody-believed Tue, 24 Mar 2026 00:00:00 GMT Marketing activity is up. Buyer belief is down. The math is not working. Content Strategy Your Colors Are Talking Before You Do. Make Sure They're Saying the Right Thing. https://hassananjum.com/insights/colors-talking-before-you-do https://hassananjum.com/insights/colors-talking-before-you-do Tue, 17 Mar 2026 00:00:00 GMT Before a single word of your pitch lands, something else has already spoken. Brand Be Irrelevant on Purpose: The Counterintuitive Narrative That Drives Faster Growth https://hassananjum.com/insights/be-irrelevant-on-purpose https://hassananjum.com/insights/be-irrelevant-on-purpose Tue, 10 Mar 2026 00:00:00 GMT Most companies write positioning like they are terrified of losing anyone. Icp Strategy Nobody Wins on Features. Here's the Narrative Move That Actually Shifts a Room. https://hassananjum.com/insights/nobody-wins-on-features-narrative-posture https://hassananjum.com/insights/nobody-wins-on-features-narrative-posture Tue, 03 Mar 2026 00:00:00 GMT I used to build marketing like I was training for the Olympics. Positioning Stop Explaining What You Do. Start Building the Narrative That Creates Urgency. https://hassananjum.com/insights/stop-explaining-start-building-urgency https://hassananjum.com/insights/stop-explaining-start-building-urgency Tue, 24 Feb 2026 00:00:00 GMT If your pitch deck makes perfect sense, you might be in trouble. Narrative Strategy Your Differentiation Isn't in Your Deck. It's Hiding in Six Places You're Not Looking. https://hassananjum.com/insights/differentiation-hiding-in-six-places https://hassananjum.com/insights/differentiation-hiding-in-six-places Tue, 17 Feb 2026 00:00:00 GMT Open any B2B website right now and start a timer. Positioning The Moment Your Copy Stops Performing and Starts Resonating https://hassananjum.com/insights/copy-stops-performing-starts-resonating https://hassananjum.com/insights/copy-stops-performing-starts-resonating Tue, 10 Feb 2026 00:00:00 GMT Most B2B copy sounds impressive. Copywriting The Emotional Customer Is Your Most Loyal One. Facts Can't Compete. https://hassananjum.com/insights/emotional-customer-most-loyal https://hassananjum.com/insights/emotional-customer-most-loyal Tue, 03 Feb 2026 00:00:00 GMT Ask most B2B teams who their ideal customer is and they will tell you: the rational one. Buyer Psychology The B2B Buyer Journey Is Dead. Welcome to the Pinball Machine. https://hassananjum.com/insights/b2b-buyer-journey-pinball-machine https://hassananjum.com/insights/b2b-buyer-journey-pinball-machine Tue, 27 Jan 2026 00:00:00 GMT You know that polished diagram. The one with the neat arrows. Go-To-Market