An original perspective gives clients more to connect with
Give client-facing content a perspective worth engaging with, not just information about an offer. Imagination can bring identity to business communications and help foster trust. James Trowman argues that personality matters to rapport: clients want collaborative partnerships grounded in a genuine understanding of their challenges, rather than a list of services.
Ambrook, an American B2B accounting software startup for family farmers, illustrates how a functional subject can support personality-rich writing. Its blog includes first-person essays exploring subjects such as the American dream, while an article about getting out in the field as an accountant is titled "Heifermetrics". The practical approach is to explore ideas connected to the business through a recognisably human voice, making room for curiosity, humour and deeper thinking.
A 2025 Edelman finding reports that 64% of hidden B2B buyers in the United States trust thought leadership more than product sheets or brochures when assessing a supplier's capabilities. Edelman also found in 2025 that 86% of hidden B2B buyers in the United States want thought leadership that challenges their assumptions rather than echoes what they already know.
Sources: Imaginative businesses come out on top. Are you one of them?, The Prompt: AI; didn’t read. Why audiences are craving personality, Clients want people-led problem solving, not a list of services