The Market & 95/5

Only 5% of the market is actively looking for a solution at any given time. That means 95% aren’t—yet.You can’t just chase buyers who are already in-market. By then, they’ve likely found a solution and are well down the path. Instead, you need to market to the 95.Ever wonder why your sales cycles feel long and slow? It’s the 95-5 rule in action—most of your prospects simply aren’t ready to buy yet.The goal is to move them from the 95% to the 5%. That starts with content that shows up early, builds trust, and positions you as the obvious choice when the time is right.This is where micro thought leadership comes in.

Double Jeopardy

Smaller brands face a tough reality. They're seen as less trustworthy and easier to ignore. Why? Because they’re not as visible - and people tend to trust what they see often.This is called Double Jeopardy. Smaller brands get penalised twice.1. You're seen as a risk because you have fewer customers.2. You receive less loyalty from the ones you have.Bigger brands dominate because they’re everywhere. That visibility builds familiarity - and familiarity builds trust.According to the Edelman-LinkedIn B2B Thought Leadership Impact Report (2024), nearly 90% of B2B buyers say their purchase process has gotten longer. That means attention and trust matter more than ever.If you're not showing up with insightful, relevant content, you're making it easier for competitors to win. Executives must lead from the front. Micro thought leadership helps you stay visible, stay relevant, and brings you into the conversation before buying decisions are even made.

Micro Thought Leadership

Micro Thought Leadership is short-form content distilled from executive insight. This is content that focuses on business value articulated in engaging, entertaining and insightful ways.A 2024 Edelman report says more than half of decision-makers spend over an hour each week reading this kind of content.This approach helps you:- Share your thinking in a way others understand
- Be seen as a trusted expert in your field
- Learn what works through rapid content feedback loops.Done well, this kind of content builds trust.86% of buyers say they’re more open to companies that share strong insights.60% would even pay more to work with them.Micro thought leadership is your starting point. It builds into a bigger system - lead magnets, whitepapers, and more. Posting often helps you test messaging and improve how you position and speak to your ideal customers.

Connecting The Dots...

Hi, I’m Dean.Thanks for dropping by.I’m a Christian, a husband, and a father. I'm a sales and go-to-market professional with 20 years of experience across financial services and software. The core tenets of my work are anchored in three concepts:The 95-5 Rule - Only 5% of your market is ready to buy. The rest still need to know you exist.Double Jeopardy - Smaller brands suffer twice: lower awareness, lower loyalty.Micro Thought Leadership – Executive insight, delivered consistently through high-quality, short-form content.I work with high-growth SaaS companies and technology-focused agencies to elevate their brand, build mental availability, and create a distinctive market position.

Who I Serve

I help executives, go-to-market teams, and senior sales professionals turn their expertise into thoughtful, relevant content - what I call 'micro thought leadership'. This content is designed to be repurposed across channels with a philosophy of no waste -always focused, always high quality, always on.What you can expect is a consistent stream of content, messaging guides, and positioning frameworks designed to sharpen your brand narrative. You'll work in real time to refine your messaging and align it to your broader campaign activity.Rather than using LinkedIn loosely, you'll treat it as a strategic tool - to accelerate pipeline, run offense, and defend customer relationships. According to Edelman and LinkedIn’s 2024 B2B Thought Leadership Impact Report, strong thought leadership not only generates demand but protects against competitor poaching and drives pricing power.The goal?To help you stand out, stay visible, and generate pipeline - with intent.

What I Don't Do

I don’t churn out content on a whim based on vague direction. If you’re looking for stock imagery, flashy visuals, or surface-level filler - you’re better off on Fiverr.I won’t polish meaningless shit while your positioning stays fuzzy and we feed your ego. We focus on what moves the needle.We do strategy first. We define who you’re trying to reach, what’s driving their current concerns, and what drivers we push to create momentum. The content we build is a reflection of that clarity.This is a collaborative process. I move fast - and I expect you to be ready. You’ll come prepared so I can deliver. We keep it lean, fluid, and outcome-driven - just like the businesses you're trying to influence.When we execute it’s done with quality and purpose. The goal isn’t to post. It’s to position, elevate awareness, and ultimately drive pipeline - delivering value back to your organisation, your customers, and your customers’ customers.

Distinctive Not Differentiated

Micro Thought Leadership is regularly shared, concise, impactful insights from executives. Edelman’s (2024) research shows that 54% of decision-makers spend more than an hour weekly consuming thought leadership content, underscoring its value.This approach involves:• Executive insights focusing on business value.• Positioning executives as authoritative industry voices.• Creating data-driven content loops and improve messaging over time.High-quality thought leadership influences B2B purchasing behavior significantly, with 86% of decision-makers more receptive to companies that consistently provide insightful content. Moreover, 60% of decision-makers reported willingness to pay a premium for expertise from companies with strong thought leadership.

Faith Without
Works Is Dead

In 2018, I came to faith.After living a highly secular life and spending nearly two decades in sales, faith reframed everything. I wrestled with who I was and what I was being asked to do in business, and how that aligned (or didn’t) with following Christ.God has always been a source of curiosity and joy for me, but without purpose, even success can feel empty. In 2022, during a writing course, I updated my online profile to lead with: Christian, Husband, Father. It felt honest - but extremely vulnerable.Months later, I started posting Christian content once a week. I stripped back the branding and let the message speak for itself. People noticed. They reached out. Some were simply encouraged to see faith declared openly. Others were seeking clarity, connection, or resources.When I came to faith, I searched hard. Many digital faith resources felt outdated, lifeless, or unhelpful. The Bible Project helped. So did YouTube with sermons from Timothy Keller, John F. MacArthur and a few others. But the journey was confusing and, at times, isolating - especially as a man in his middle age, and especially as a professional.If you’re a leader or part of a faith-based organisation that needs help refining your messaging, content, or branding, I’d love to support that work. If your mission is clear but your visibility isn’t, we can help.Kingdom work is priority. But sometimes, the digital expression of that work gets overlooked.If the message matters, let’s make it findable.Book some time with me via the Contact Section.

Recommended Resources

This section is a tribute to the resources that have helped shape how I think, work, and grow.While digital moves fast and tactics come and go, foundational principles in sales, marketing, and communication stand the test of time.That said, occasionally I may include tactical tools or resources where they’re relevant to today’s environment. But where possible, I always seek to:• Attribute properly.
• Point to original sources.
• Avoid surface-level summaries or second-hand repackaging.We’re living in a digital era where plagiarism - intentional or otherwise - is common. It’s important to me that we give credit where it’s due. As Ecclesiastes 1:9 says: “There is nothing new under the sun.”If you choose to explore the resources here, don’t just absorb. Take action.Apply what you learn.In some cases, links may lead to marketplaces. Some may include affiliate links. These help support the ongoing work I do - at no additional cost to you. If you find value in what I’ve shared, using these links is appreciated.Coming Soon!

Book a 30-minute introductory call using the form below.There’s absolutely no hard sell - this call helps us determine if we’re a good fit for each other.I’m genuinely committed to working with those I can truly help and we are on the same page.Not quite ready to book a call?Email me directly with any questions at:[email protected].