We didn't expect this at the start of 2024, but here we are: not having AI in a product has become a unique selling point. We even tested it ourselves with ick. It’s not that we think the world doesn’t need more AI. It’s just that we didn’t want to be the ones to make it for you. 

Is AI ruining words? It’s a big question, and maybe an uncomfortable one. It might even feel a bit dramatic. But language is always changing – with culture, technology, and time. That’s nothing new. What’s new about it is the role AI is starting to play. Machines are now producing writing at scale, affecting how we communicate every day. And that is making many of us wonder: is AI changing words in a helpful way, or is it ruining their meaning altogether?

When we started building ick, we knew we wanted it to be a genuinely enjoyable place to read, write, and edit. That meant designing an experience that feels comfortable and accessible for anyone using it.

Many B2B copywriters will recall their first role in marketing. I certainly do. My early career was entirely in B2C, where I focused on writing copy to win the hearts and minds of people buying ‘stuff.’ Then came a move to London and my first B2B marketing role. It was terrifying. I’ll never forget the look on my boss’s face when I asked him what a ‘vertical’ was. But, like a child dropped into a foreign school, I learned the language through immersion.

In this article, I cover the quick wins of a ‘big platform’ partnership and how to make a more in-depth pilot fish partnership work for you, regardless of your ARR or headcount.

I’ve been in this B2B SaaS world for a while. And I’ve noted that by and large, there are three ways of creating value in B2B SaaS. But some are more often used than others. Most SaaS vendors will talk about how they save you time. Many will talk about how they save you money. But there’s one that is often neglected altogether: how they deliver joy. Is it just me who finds that incredibly sad?

Focus on your product, what it does, how it helps, the new updates, the design changes you’re excited about, or even the recent demo you put together. These are the things that matter and, more importantly, the things you know best. When you talk about them, your content is authentic, thoughtful, and accurate…

A competitor comparison is not a validation exercise. It’s not about who wears a feature better. It’s about how you solve a problem in a way that might be interesting and helpful to a prospect. In this article, we cover the three most common formats for publicly documenting competition and share our recommendations on the best approach.