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"Built for everyone" usually means built for no one. In B2B, the companies with the clearest positioning name a specific buyer, a specific problem, and a specific moment. Generalists compete on price. Specialists compete on fit.
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The test for a tagline is simple. Can someone who's never heard of your company read it and tell you what you sell?
If they can't, it's not doing work. It might be doing something else. Setting a mood. Sounding confident. Filling space on a hero section.
But it's not helping a buyer understand what you do.
The best taglines I've seen in B2B are almost boring. They describe the category, name the buyer, or state the outcome. No metaphor. No wordplay. Just clarity.
"Accounting software for small businesses." You know exactly what it is and who it's for.
If your tagline needs an explanation, the tagline is the explanation.
Spot on. A tagline should explain the product not act as a puzzle buyers have to solve.
Building can be the safest place for a founder to hide. I have caught myself doing this.
When the business side gets uncomfortable, it is easy to retreat into the product. Fix another feature. Rework a flow. Make something cleaner.
That work is real. It also happens to be controllable. The market is not. The market can tell you the positioning is wrong, nobody is seeing it, nobody cares enough yet or you actually have to sell.
Sometimes the next feature is progress.
Sometimes it is avoidance dressed up as productivity.