Robert Cornish

I have many new connections and followers here so I thought it was about time to re-introduce myself and what I do: I’ve been an entrepreneur since I was 22 owning multiple companies and started the one I have (Richter) over 16 years ago. I’ve personally been involved in and sold over $50M in B2B deals. Richter, my current company works with many of the largest B2B companies in the world (57 are Fortune 500 companies). The lane we stay in is what we call the end-to-end sales journey meaning everything connected to supporting sales and revenue. This includes pre-sales and advertising to help with: - product marketing - ad campaigns - trade shows and how to route the audience in, through, and out - content strategy - demand gen and net new logo strategies We recently partnered up with Fubo to be able to sell ad space and banners on their sports-first streaming platform which I’m a big fan of. It’s the best in the business. I’m biased but I believe every company we work with should be advertising there. We also partnered up with an out-of-home agency that does incredible billboard work. I had seen their work and felt that they brought something special to billboard campaigns so we partnered up and can now incorporate that into our work. I have ideas for this if you need something. Going back to the sales journey — after pre-sales, we focus on sales enablement which in simple terms means that we work to support the sales team to close the deals they have. How? By mapping the sales process and identifying everything that will make their life easier in a linear way. The pitch deck, the value prop, objection handles, full-page case studies, and videos that are compelling and sell. We also do custom pitch content and consult on sales. And we can create a net new logo or ABS strategy for B2B. After that, we focus on training and internal communications which means things like: - creating the best sales training possible so you have a repeatable model that can train anyone at any time. - Building internal comm campaigns to align people with the vision and ensure everyone is in the loop and coordinated Lastly, we tackle customer experience by mapping the journey and looking at areas that are breaking to fix those and create the experience we want. All of this moves the overall revenue flywheel and is very key and often breaks or is fragmented. The glue is communication for a specific audience and understanding how to combine the outcome + the strategy with the communication for the audience so it all works. We essentially think about this to problem-solve daily and when you think about how much time you set aside per day to daydream, ideate, and imagine ideas or strategies that will help B2B sales and revenue — you’re often so busy coping and doing what you do that there’s not a lot of time for fresh thinking. Fresh perspective. So in many ways that’s also a big part of what we do. Our work has been seen in Times Square New York, TV across the country, at some of the biggest and most prominent trade shows worldwide, at the largest events of the largest companies in the world, and on the news. Our other companies within Richter are: Richter Productions (RP) — that handles all live production work, commercials, docu-series and testimonial content focused on onboarding and recruiting, training and learning and brand promotion > richter.productions ContentOne — is focused on SMB B2B companies to support two things 1) how to get attention from the right audience and route that attention to sales and 2) how to help the sales team close more of what they have. We do that via ad strategy, content strategy and sales enablement > contentonemedia.com General Alchemy — there is a massive need for editing to magnify any and all content made. In other words, if you have a video made, this company will take that content and turn it into 20 pieces of content to share for an affordable rate > generalalchemy.co So, if any of this resonates with you and you have a relevant challenge, we’re always happy to brainstorm and discuss ideas. richter10point2.com and > calendly.com/robertcornish/…

I've always loved this quote. Fear, doubt, and uncertainty can almost paralyze you. But, looking back at things you have done, usually you're happy you went ahead and did it. In the face of fear or doubt or hesitation -- do it anyway.

@andrewchen Marketing is always paid regardless of whether it’s an external platform or internal people or internal resources. It’s always paid. And It’s impossible to measure everything. Using data alone, no one would have signed Brady or Gretzky.

There's a vast marketing industrial complex of agencies/consultants/advisors/whatever that promotes tech startups spending billions of dollars of unaccountable marketing budget. They're triggered by my anti-paid stance but here's the reality: - paid marketing is much, much worse than organic on every metric (conversion, ROI, etc) - startups work on a fast time scale and can't manage LTV/CAC correctly beyond a months timeframe - risk is asymmetric. a few bad cohorts can kill you (and btw, this has definitely happened) - the age of easy/cheap ad inventory is over. Pricing is controlled by an oligopoly, it's all being algorithmically bid up, and ROI sucks at scale - paid UA has S-curves. Early spend looks good, but plateaus and it's easy to get addicted - if your product is growing organically already, you might just be cannibalizing and pulling forward demand you'd already get anyway - high reliance on paid indicates weakness in the core product and value prop - you can't build a 100m+ DAU product with the majority coming from paid UA (it's just obv math) - going majority paid UA makes it 10x harder to raise VC capital down the line. For all the reasons on this list the main benefit of paid is simple: your agency/consultant/whatever spends money, some numbers go up, and you feel like you're doing something. It's simple to understand, you can apply it to every type of product, and every big co does it right? Billions of dollars swap hands just based on this dynamic. But for startups I argue it's the growth lever of last resort, since it's the most commoditized form of distribution -- you should try to exhaust your other ideas, invest deeper in your product, and grow based on whats unique in the ways that only your startup can grow. That way your channels are as defensible as possible, built around your killer value prop After all one day, you hit your CAC ceiling, your channel saturates, or worse, your competitors just do the same, copying your distribution strategy, dragging the whole industry into a prisoner's dilemma. When that happens, it's hard to incubate a bunch of new 0-1 channels to save your forecasts. The temptation is just to stretch payback periods, buy more, and ride it out. That's a dark path...

It’s ok to write a post on here and not write “BREAKING”

@bgurley All marketing is paid. You either pay your employee or your internal team or you pay for external resources or external people. It doesn’t really matter. There’s always always going to be paid marketing so you just have to decide where you’re paying it and what works best.

Paid marketing is the crudest game you can play. It’s admitting you have no creativity. And actually restricts your creativity. Fire those that want to spend more. abovethecrowd.com/2012/09/04/the…

@HarryStebbings The valuations were always way off and inflated so it's not surprising.

Monday.com was once valued at $15BN. Today with $1.3BN in ARR and $1.5BN in cash, Monday is valued at just $3.8BN. A 70% decline. One of the hardest hit public SaaS companies. Today I sat down with Monday CEO, Eran Zinman, to ask the really hard questions that no one is asking. Spotify 👉 open.spotify.com/episode/5rt1cG… Youtube 👉 youtu.be/zjcYlEiwnKI Apple Podcasts 👉 podcasts.apple.com/us/podcast/20v… @zzeran

@JJEnglert GTM guide

I built the ultimate GTM Engineer AI Toolkit that handles prospect research, outreach writing, meeting prep, and more in minutes. This is a beginner-friendly walkthrough that shows you exactly how to set it up, use it at work, and personalize it to your business. It can: - Research real prospects and companies - Score accounts against your ICP - Write personalized cold outreach sequences - Generate meeting prep briefs before calls - Help you build a repeatable prospecting pipeline - All using a free toolkit + Claude Code / Codex. This is for SDRs, founders, marketers, and GTM operators who want to use AI to do more at work without buying another expensive tool. I break down the full workflow step by step in the video. 👇 Comment "GTM GUIDE" and I’ll send you the full toolkit. (make sure you're following me so I can DM you)

“The things that make us human will become much more important instead of much less important.” That’s from @AnthropicAI co-founder and president @DanielaAmodei, who shared why she studied literature in college instead of AI. As she says, when they look to hire people at Anthropic, they’re looking for great communicators, those with a high EQ and people skills, and those who are kind, compassionate and curious — all uniquely human qualities, and that's something that won't change in the age of AI. What do you look for when building out your team? Let me know in the comments.

Combining real customer transformation narratives, quantified operational outcomes, and resilience positioning to accelerate decision speed in complex deal cycles. The focus is not brand marketing; it’s revenue acceleration through credibility.

If your biggest deals involve AI, operational risk, or large-scale change management, your proof content needs to match the weight of the decision. Instead of making case studies, focus on building proof architecture

Your sales team has a proof problem. Not a product problem. Not a pipeline problem. A proof problem. Here's what I mean: Enterprise buyers — especially the ones committing to multi-year, multi-million dollar transformation programs

@thedorbrothers @AutismCapital @LinusEkenstam @minchoi @AngryTomtweets @MattWalshBlog @ianmiles @Rainmaker1973 @joerogan @DarrenAronofsky It feels Michael Bay. But a lot more.

We just made a $200,000,000 AI movie in just one day. Yes, this is 100% AI.

@paulg Similar to writing a book or an email. These days there’s a massive amount of noise but when you start reading a book and the writing is excellent it’s noticeable immediately. Even despite a huge amount of bad emails, when I get one good one, it stands out.

Prediction: In the AI age, taste will become even more important. When anyone can make anything, the big differentiator is what you choose to make. paulgraham.com/taste.html

I’ve tried every possible way to bring people on board of all calibers, and I can honestly say, you need to find A-players for your company and put them in the right role. Period. “A small team of A+ players can run circles around a giant team of B and C players” – Steve Jobs

“Look, I don’t really know where we should take this bus. But I know this much: If we get the right people on the bus, the right people in the right seats, and the wrong people off the bus, then we’ll figure out how to take it someplace great.”  🚌

Great people in the right roles will do great things. But the wrong players will slow things down and ultimately hurt your progress. In Jim Collins’ book Good to Great, he said this: