AI just made its first internal layoff.
Meanwhile, Dell’s making decisions like a machine, PwC’s trying to be inspirational, and LinkedIn still owns your pipeline.
Let’s break down what’s working, what’s performative, and what’s quietly gone.
—Jay & Adam
💼➡️💥
💥 MARKET MOVES:
RIP Prompt Engineers (2023–2025)
Welp. That was quick.
Just two years ago, "prompt engineering" was hyped as the next great on-ramp into tech. No coding required. Just a sharp command of language, a willingness to overlook the occasional extra finger and the ability to coax brilliance out of large language models.
Today? The role is already obsolete.
AI is now writing its own prompts. And what was once positioned as a standalone job has been folded into broader roles—if it ever existed at scale to begin with.
“It’s gone from a job to a task. AI is already eating its own.”
Prompt engineering was a symptom of the early-AI gold rush: sexy, headline-friendly, and vaguely defined. But sustainable value is accruing elsewhere—deeper in the stack, in roles that build, integrate, and operationalize AI at scale.
👉 Takeaway:
AI isn’t going away. It’s going everywhere.
The future isn’t about specialized “AI roles.” It’s about AI as a layer—a co-pilot inside everything from marketing to engineering to operations.
The companies (and people) who win won’t be the ones with the flashiest new titles. They’ll be the ones who integrate AI into how they already think, decide, build, and grow.
🌋 DEMAND & GROWTH:
How Dell drives 10x growth with a 2-step strategy process
Most B2B companies treat strategy like a special occasion—slow, bespoke, and built around PowerPoint decks and opinions.
But strategy isn’t a vision board. It’s a set of decisions that move capital, time, and talent toward outcomes and that's how Dell has turned focused decisions into outsized growth.
In a recent Harvard Business Review piece on lean strategy, Dell was spotlighted for using a simple, standardized two-step process to tackle every major strategic decision:
Step 1: Facts & Alternatives
Define the problem clearly.
Dig for root causes—not just symptoms.
Explore a wide range of real, viable options (no Goldilocks framing or pre-baked answers).
Step 2: Choices & Commitments
Pick a path.
Define what will be started, stopped, and funded.
Lock in resources—and tie them to measurable outcomes.
👉 Takeaway:
Decide what kind of a system you have.
Is it a growth plan or a decision-making machine?
One tells you what to do.
The other ensures you actually do it—fast, focused, and with alignment.
🤝 Stop competing on price. Build a brand that wins.
In commoditized B2B markets, the best product doesn’t always win. The best-positioned brand does.
Branding isn’t just a logo—it’s how you differentiate, attract, and close bigger deals.
If buyers see you as an interchangeable option, it’s time for a shift.
💡Take our quick assessment and get a free strategy call with a B2B branding expert.
✍️ THE MESSAGING LAB:
PwC’s rebrand: “So You Can”… react confusedly?
When PwC dropped its new brand platform—“So You Can”—the reactions were, uh, not great.
Some called it hollow. Others called it vague. A few just said, “Why now?”
But here’s the thing: it’s actually doing a lot of what a modern B2B brand should do. And most of the backlash says more about the timing than the strategy.
What It Gets Right:
It’s outcome-first, not offer-first.
PwC isn’t saying “We do tax, audit, and consulting.” It’s saying: We help you build momentum.It’s open-ended—on purpose.
“So You Can” is built to flex. It works across sectors, outcomes, and tones. It’s a vessel, not a pitch.
What’s Not Quite Clicking:
It’s... kinda bland.
“So You Can” is wide open—but sometimes it feels wide empty. Without bold creative execution or strong narrative hooks, it risks floating in a sea of good intentions.
👉 The Verdict:
Is it perfect? No.
Is it progress? Definitely.
Our rating:
6.5 out of 10 Transformation Roadmaps
📊 DATA & INSIGHTS:
LinkedIn: Still the B2B kingmaker
You can chase impressions across a dozen platforms.
Or you can go where 80% of your actual B2B leads are coming from.
That’s not a guess — it’s backed by recent 2025 LinkedIn stats:
80% of B2B leads originate from LinkedIn, compared to just 13% on X and 7% on Facebook.
👉 Takeaway:
LinkedIn isn’t just another channel—it’s the B2B intent layer.
If you’re spreading budget across every platform, hoping something sticks, you’re missing the one place where buyers scroll with actual business problems to solve.
🤝 You Don’t Have an Ad Problem. You Have a Trust Problem.
Click costs are rising. Conversions aren’t.
And no, it’s not because your targeting is off—it’s because your funnel is leaking trust.
Most B2B teams throw budget at paid ads without fixing what happens after the click:
❌ Generic landing pages
❌ Unclear value props
❌ Creative that sells features, not outcomes
Our ad optimization partner helps you build campaigns that feel aligned, intentional, and worth believing in—from scroll to signup.
Ready to turn spend into signals buyers actually act on?
📌 Book a free ad strategy session
🔥 FAMOUS TAKE:
AI Won’t Replace You. But It Will Expose You.
Prompt engineers disappeared because the work became embedded. Your landing page isn’t converting because the brand never really stood for anything. Your strategy isn’t stalling because of a lack of tools. It’s stalling because no one’s actually deciding.
In B2B, the shift isn’t toward new tactics. It’s toward more clarity, more alignment, and brands that mean something.
—Adam
B2BOOM! is written and compiled by Jay Dingwall and Adam MacLean, principals at FamousFolks. We started this newsletter to share the ideas, insights, and strategies that actually move the needle for modern B2B leaders in a digestible format that respects your time.
Thanks for reading. You could be spending your time anywhere—we’re glad you’re here. 💥
—Jay & Adam
Heads Up: In each issue of B2BOOM!, we highlight services from our crew at FamousFolks or friends we trust. When you see the 🤝, it means we’re sharing something we genuinely back. We only shout out things we believe are truly valuable for your business—no shady promos, just stuff we stand behind.