From Code to Comms: The Tech Imperative

For decades, tech founders blindly accepted the premise that superior technology would naturally lead to business success.

But that all changed in November of 2022.

Today, even the most sophisticated technology falls flat if it isn't paired with compelling communication.

Market Demand

According to HubSpot, 82% of consumers now expect brands to provide consistent, high-quality content on these digital platforms. Many founders and executives detest the fact that the market demands clear, value-driven messaging.

But it gets worse...

Worse

Clearly, technology continues to advance at breakneck pace.

This means the barrier to entry continues to drop with the passing of time. As of now, open-source platforms, AI tools, and plug-and-play solutions enable pretty much anyone to build a viable tech product - almost instantly.

As the magic of tech creation becomes more accessible, the challenge shifts from the building of it. Instead, it becomes differentiating yourself in a saturated market.

In other words, this is all about how well you communicate the value of what you offer

This is now the game.

Your New Moat

For good or ill, the rise of ChatGPT has democratized technical skill. AI enables more people than ever before to build amazing technology.

But there are repercussions.

This levels the playing field. Those brick walls that would normally have kept out your competitors are being bulldozed. And so your competitive advantage will never again reside in your proprietary technology.

Instead, it now lies in how effectively you can build a narrative and message the relevance of your tech. Your financial success is tied to how well YOU can engage an audience... and how well your team can convert that attention into sales.

Data from Gartner reveals that 75% of B2B sales organizations now rely on digital platforms and content strategy to engage their buyers.

So the moat of technology has been replaced by marketing. Your ability to craft compelling stories, produce engaging content, and strategically position your brand in the digital landscape, becomes the determining factor of your future success.

Yet many firms are still blind to this marketplace evolution.

Tech folks who have spent their careers focused on building better code often find it difficult to embrace a marketing-first mindset. It feels foreign. After all, "Marketing" is what you hire those clowns to handle,  while you perfect your amazing widget!

But facts are like hips...they don’t lie.

McKinsey data shows that companies with a clear digital strategy, average a 5x growth rate over those that do not. You don't want to be the best coder...you want to be the best communicator!

Building A Digital Strategy

All the founders who fail to master their digital communication will simply struggle to survive.

Again, it's because the business game has shifted.

As hard as it is to hear...your technology isn't as important as you think it is. However, your communication on these platforms carries far more significance than you realize. Indeed, "marketing and sales activity" IS now your primary business.

So here are your steps to master this:

STEP 1:    Build Your Executive Brand As Leader

As a founder or executive, you must build your personal brand inside your industry.

You do this by consistently communicating your vision and expertise. Your goal is not to sell and close. Rather, it's to build trust and credibility. This is how you attract investors, partners, and customers. Digital platforms like LinkedIn, podcasts, and video are no longer optional—they are essential tools for establishing your authority.

STEP 2     Craft The Story Of Your Tech

Storytelling is not just a buzzword; it’s a business strategy.

The ability to tell a compelling story about your product, your company, and your vision is what captures attention in a crowded marketplace. No one cares what your product does...until they know why it matters. Who communicates their value best, wins clients the fastest.

STEP 3     Strategize Your Content

Your revenue is now directly tied to your content strategy.

That means things like blog posts, social media and webinars. As a founder, your role now includes educating, engaging and inspiring online audiences. Yes, this is different from how things used to be. But only a robust digital strategy will turn prospects into clients.... or clients into ambassadors.

Comms, Not Code

The old business playbook is dead. The future belongs to those who can master digital relationship building. We've moved beyond code.

Forever.

Your ability to articulate your value, build rapport, and command attention is now your chief business advantage. All business leaders should be leaning into these platforms.

It’s a jagged little pill - especially for Silicon Valley. But also for the US East Coast FinTech folks. I know because I spent 30 years inside the Manhattan investment banks. But every business leader must swallow this truth.

So I'll say it again: your business moat is no longer your tech...it’s your marketing.

In this new economy, your success hinges on your ability to communicate your value over these digital platforms. You are in a different game now.

Business has moved from code to comms.

Have you?.....

Marc Angelos is founder of Anvictus Communication, a content strategy and development firm. Through Anvictus, Marc trains entrepreneurs and executives in building their brand, winning clients and growing revenue.

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