What are the stakes?
We talk a lot about solving our reader's problems, but only think about what that looks like on the surface level.
Why is this thing a problem and what happens if they don't solve it?
Their jobs, their marriages, and their reputations could all be on the line, and our content is what stands between them and oblivion.

This is just one small part of the conversation Dan Levy, the director of content and brand messaging at ‪@liveperson‬ and I talked about in this episode of The Cutting Room.
🗣️ In our conversation we discussed 🗣️
👉 The importance of understanding the day-to-day experiences and worries of B2B audiences.
👉 Finding inspiration from B2C marketing and keeping the end users in mind.
👉 Unpacking the power of storytelling and how it brings everything together.