The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Back to feedPost
1/ Most B2B tech companies aren't under performing they're under communicating, what do I mean about that?
There's a concept I use with every client before we open Figma and it's called the Credibility Gap.
It's the distance between what your company actually is, so that would be the product, team, traction, roadmap and what your brand communicates when someone lands on your website.
Most growth stage B2B companies have this problem because they built the brand early and never revisited it, while the product grew up, the brand didn't.
So now you're pitching enterprise deals with a visual identity that says "bootstrap stratup" and you're losing to competitors half your size who just look more polished. Your best prospects Google you, see a site that screams Series A, and quietly downgrade their expectations before the first call.
And that gap is costing you deals because of the story your surfaces are telling.
Now closing the Credibility Gap requires an honest audit:
who are you now?
What have you actually built?
Does every surface communicate that?
The best companies are always the ones whose brand finally caught up with their substance.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Related posts
I was on a client call today explaining why I went with a certain brand direction and halfway through I realized I wasn't explaining anything. I was figuring it out on the call.
Like.. the strategy doc exists and the rationale is in there. but the thing that came out was even better than what I had, and I think that's because I had to make it understandable for someone who's not in my head for 3 weeks.
Not sure if that's a bad thing or not? I think the reason presenting design work feels awful sometimes (at least for me) is because my thinking isn't done yet and I can feel myself finishing it in real time and there's nowhere to hide.
I've been trying to just... accept it? Like, stop treating the presentation as the thing after the work. It might be the work.
Still figuring that out tbh
It's for sure really hard to present design decisions when we feel as if nothing is ever considered "done". I think designers index pretty high on the perfectionism scale which makes it so difficult to feel like anything is ever complete. I think putting ourselves in positions...
A brand identity system for a concrete manufacturer, pushing the raw material into a new visual language.
Great!!
Most designers treat AI tools as a shortcut. That’s why their output still looks like a first draft.
Figma Make isn’t fast because it skips steps, it’s fast because it collapses the gap between thinking and building.
I’ve been using it to go from strategy straight to ready prototypes. That changes how you scope. How you price. How much revision you take in.
I broke down exactly how I use it in a walkthrough for Contra University
Watch it now: https://www.youtube.com/watch?v=B9RA94pLueI
this is so dope man
Trending
Figma Make
Go from idea to prototype in minutes. What are you designing?
aivideo
AI video tools are moving at warp speed. Which ones are you experimenting with?
illustration
Handcrafted illustration is bubbling up across the web. What are you drawing lately?
aidesignflow
AI tools are redefining design work. What's your current workflow?
freelancerlife
Freelancer life is wins, pivots, and everything in between. What’s yours right now?