Why Your B2B Positioning Is Invisible (And How to Fix It Before AI Makes It Worse)
Christian Klepp, co-founder of EINBLICK Consulting, on why vanilla positioning is collapsing under AI pressure and how to build differentiation that actually holds up when buyers use AI-assisted tools to compare you with everyone else.
“We help companies drive growth. We deliver innovative solutions. We’re customer-focused.” Sound familiar? If it does, your positioning probably sounds like everyone else’s — and in a world where ChatGPT can generate endless value props in seconds, that sameness is now a real threat.
In this episode of Pipe Dream, host Jason Bradwell talks with Christian Klepp, co-founder of EINBLICK Consulting, about why vanilla positioning is collapsing under AI pressure and how to build differentiation that actually holds up.
Christian explains what’s changed: buyers increasingly use AI-assisted search and comparison tools that see through fluff faster than ever. It’s no longer enough to say “we have AI.” Buyers want specifics: what is AI doing, how does it create value, and why should they trust your approach?
His solution starts with a research strategy. You wouldn’t build a house without a blueprint. Likewise, you shouldn’t build positioning without deep customer interviews that uncover why buyers chose you, what triggered the decision, and what language they use to describe value. That customer voice becomes the foundation — not boardroom opinions.
Key Takeaways
- Why AI has made generic messaging catastrophically easy to ignore — buyers can now see through fluff faster than any human reviewer.
- Why companies end up with bland positioning — fear of alienating prospects, cultures that reward safe messaging, and internal misalignment.
- How to start with a research strategy before touching positioning — customer interviews that uncover genuine demand triggers.
- The difference between a differentiated perspective and being opinionated — and why the former is always more defensible.
- Why AI content lacks soul — no nuance, humor, lived experience, or real context — and what that means for your strategy.
- How to find hidden differentiation — it’s there, but it lives with your customers and SMEs, not in boardrooms.
Chapter Markers
- 00:00 Introduction: The uncomfortable truth about your positioning
- 02:00 Meet Christian Klepp and EINBLICK Consulting
- 04:00 What’s changed since AI went mainstream
- 07:00 The agency tension: AI expectations vs actual value
- 11:00 Why AI content lacks soul (and why that matters)
- 14:00 Why companies default to vanilla positioning
- 18:00 Using market research to break internal misalignment
- 22:00 What to do when differentiation isn’t obvious
- 26:00 Differentiated perspective vs being opinionated
- 30:00 The cybersecurity firm that got it right
- 34:00 Is the media the new competitive moat?
- 42:00 Final advice: Interview SMEs and sit in on sales calls
