The B2B Growth Blueprint · 2026-05-26 · 28 min
Mark Osborne sits down with veteran revenue growth strategist Mark Jaffe to unpack what real value proposition clarity looks like in B2B companies. Drawing on 30+ years of experience across media, software, and professional services, Mark shares how a simple comic-strip cover letter launched his career in the music industry, how he grew Disney's record business from $30M to $120M, and why most companies misdiagnose their true source of value. Through practical stories - like transforming a celebrity autograph startup into a B2B back-office powerhouse and repositioning orthodontic software around reliability instead of flashy features - Mark explains how to shift from "nice to have" to "need to have" in your market and break through stubborn growth ceilings. Quotes: "The equation that has to work is: why does your customer need you, not want you, but need you?" - Mark Jaffe "The most effective beachhead is to solve a problem that hasn't been solved." - Mark Jaffe Takeaways:: li::marker]:font-[sans-serif]" start="1"> Your real value proposition is what customers need , not what you're proud of.
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