The #1 Thing Organizations are Doing Wrong Heading Into 2026

I’ve been asked one question in almost every meeting I’ve had with an executive the last few weeks, no matter where I’ve been around the country. It hasn’t been something I’ve heard a lot over the years, which to me signals that organizations are strategically thinking and planning differently as we head into 2026.

“Jason, what’s the number one thing that organizations like ours are doing wrong?”

My answer: their go-to-market messaging isn’t strong/crisp/differentiated enough.

Most companies, especially in the B2B world, can articulate what they do, what value they bring and how they’re different in the market. But in today’s business environment, that’s not good enough. After all, as I just said, most companies can do that. You don’t stand out and emerge as a clear choice by doing what everyone else is doing.

The companies that win (no matter how big or small they are, what industry they operate in, etc.) are the ones that most clearly and vividly prove how they deliver value.

• They get specific, actual numbers that show how much value they bring.

• They dig as deep and far as it takes, and make whatever deals they need with their customers, to unearth that data. In other words, they place the same value on marketing and communications as they do their top-line revenue.

• They build a varied, deep library of content assets that articulate and showcase that value.

• They’re consistent in how they talk about this value (from one department to another, internally vs externally, among audience segments, etc.) – so that these concepts become part of overall branding.

• They equip/teach the sales function to use the messaging and assets to generate more closed sales.

Most companies aren’t doing enough (if any) of these things. And if they are, they often don’t have people with the right skills tackling the job – or they’re not giving them the resources to be successful. It’s highly skilled, painstakingly detailed work. And when it’s done right it’s the engine that powers the entire company forward.

I love to see organizations asking questions like this, because it shows they have a growth mindset and are interested in doing what it takes to be successful. At Game Changer, we’ve been building message platforms like this for decades – and we can attest they’re the foundation of any successful marketing or communications function. We stand ready to help however we can.