Most B2B tech founders blame lost deals on price, but what if that is rarely the real reason? In this episode of Predictable B2B Success, host Vinay Koshy speaks with Alex M.H. Smith, author of "No Bullshit Strategy" and founder of Basic Arts, to challenge common misconceptions about strategy, value, and what it takes to create breakthrough growth.

Alex highlights a fundamental problem in the industry: most companies think they have a strategy but are really just chasing goals and optimizing tactics. The result is unpredictable revenue, generic messaging, and a business indistinguishable from competitors.

He explains why improving sales, marketing, or even product execution rarely delivers lasting results, and how the real issue starts upstream, in the strategic fog lingering at the very top of the organization. Alex explains why being “better” is never enough, why distinctiveness trumps marginal improvements, and how even funded startups must make the uncomfortable choice to be the only, not merely the best option for their market.

If you want to break out of the "vortex of mediocrity," rethink your company’s value, and create lasting advantages, this conversation is your invitation to see B2B strategy in a totally new light.

Some topics we explore in this episode include:

• Lost deals and unpredictable revenue are caused by poor differentiation, not price.
• Most companies confuse goals with real strategy.
• The ‘better trap’: Trying to outdo competitors instead of being unique.
• Strategic fog at the top leads to confusion in sales and marketing.
• Effective strategy requires motivating and aligning the team.
• B2B value creation is complex with different stakeholders to satisfy.
• Unique value often comes from non-product advantages.
• Strategic breakthroughs happen in informal conversations, not workshops.
• Deliberate weakness enables standout strengths and focus.
• Leaders must relentlessly communicate strategy as companies grow.