I have a simple theory: the most exciting thing a company can do right now is say something specific.

Not “winning with AI is not about world-class technology or strategy alone — but deploying it effectively at scale.” Something that actually means something. Something a buyer reads and thinks: that’s exactly my problem.

I’ve spent nearly 20 years in the most jargon-rich B2B industries that exist: legal, professional services, life sciences, higher education. I know what it looks like when smart people work hard to say nothing. I also know what it looks like when positioning actually works. The difference is almost always specificity.

I’ve led work that won awards for positioning, innovation, and creative excellence in B2B. I chaired the ANA’s B2B CX committee, judged B2 Awards and spoke at the first-ever Marketing AI Conference. I’ve earned the right to have an opinion on this.

Now buyers searching on AI has made specificity impossible to ignore because vague positioning loses buyers by losing the algorithm that introduces them to you. That’s what Plaintext fixes. This is just where B2B is going.

Sara Hocking is the founder of Plaintext. She lives in Madison, Wisconsin.