Phil Carpenter, CMO at Alice Technologies, believes that being a category creator gives you a competitive advantage. It sets you apart from the pack and positions you as a thought leader, creating new opportunities across the board, including the most highly competitive industries.

"Even if you're not creating a new category, push for novelty and innovation. Be interesting, take risks, and break the glass ceiling. Don't be afraid to stand out and be different in your industry." - Phil Carpenter

Phil explains how boring won't get you into conversations with your buyers. He advises B2B marketers to be bold and not run scared. Take risks, be interesting, and learn from your failures. 

"It's better to be ahead and push boundaries than to blend in with the competition." - Phil Carpenter

Follow Phil Carpenter on LinkedIn

Follow host Steve MacDonald on LinkedIn