Demo Lab

At Demo Lab, we're on a mission to:
1. Make democracy sexy 
2. Become the most meaningful foundation on democracy globally

Costa Rica is our lab. We explore initiatives through art, culture and research that promote citizen participation. We provide tools to empower citizens to be financially free, understand their role in society and encourage them to freely express their ideas to build a better future.

We're building the democracy of the future.

This is a movement I am honoured to be part of.

Chief Strategy Officer & Public Affairs

Happy on Mondays

I coach high-achieving women to create a life where they get to have it all so that they can feel alive, purposeful & whole again.

I use my proven systemic & sustainable approach to navigating life pivots to deliver results to my clients like selling their company and creating a new more aligned business while 4X their revenues, attracting the relationship of their dreams, creating their dream role within their company, starting their business, feeling in the best shape of their life, etc.

To enquire about my 1:1 coaching, send me a personal DM with a message explaining your goals.

For my course on how to transform your mind and become the person you truly want to be:
www.happyonmondays.com/the-mind-experiment

Founder & Performance Coach

GrowthGenius

As employee #10, I built the People & Culture department from the ground up, hiring 25 new employees and scaled this high performing team. From coaching, to recruiting and overall HR systems and programs, I've been honoured to be part of the early stage team at GrowthGenius.

Head of People & Culture

L'Oréal

As a Key Account Manager for a newly acquired brand at L'Oréal, I operated a successful transition of CeraVe's business and ensured every department from supply chain to finance was fully integrated and setup to function seamlessly. In this role, I learned to find creative solutions to face many integration problems. I was also involved in National contracts negotiation with key retailers such as Walmart and Costco.

Key Account Manager

Ferrero

As a Key Account Manager for National and Regional accounts in the Impulse division, I was responsible for growing everyday and seasonal businesses for key customers. I achieved aggressive growth targets through strategic thinking, strong social skills, and solution-centric approach.

Joining Ferrero as a sales analyst allowed me to understand the importance of developing strong relationships internally with my team to understand their needs better and bring value by performing in-dept analysis. I created and defined this new role by creating and implementing processes and tools to meet the needs of the team and improve overall productivity. I also learned to work under pressure and manage expectations of internal stakeholders.

Sales Analyst

The Coca-Cola Company

As a Market Development Manager, I learned to hunt new customers by literally knocking on doors, to grow a sales territory and to strategize on ways to revitalize existing business in multiple verticals. I also developed negotiation skills through being in charge of customers' yearly contracts.

Market Development Manager

As a Business Development Manager of emerging brands, I leveraged my creativity, developed a strategic approach and built bridges with the retail team to generate new profitable business opportunities. Thinking outside the box allowed me to create an adapted marketing strategy to enter a new market. What I loved the most was to engage and motivate sales representatives towards achieving our brands' target.

Business Development Manager (Vitaminwater, Smartwater, ZICO)

Starting my career at Coca-Cola, I learned the foundation of sales. As a sales representative, I learned to build and nourish customer relationships. I was awarded my own sales territory and achieved my volume and distribution objectives. I also discovered the importance of point-of-sales executions to drive a bigger impact in stores and improve sales in a specific market.

Sales Representative

Sanofi

Achieving my master degree final project at Sanofi has allowed me to experience data analysis to its fullest. I was the project owner of an automated dashboard that improved the understanding of the flow between forecast, shipments, consumption and customer sales. This experience allowed me to become proficient at Excel and market analysis.

Business Intelligence Analyst

At Demo Lab, we're on a mission to:
1. Make democracy sexy 
2. Become the most meaningful foundation on democracy globally

Costa Rica is our lab. We explore initiatives through art, culture and research that promote citizen participation. We provide tools to empower citizens to be financially free, understand their role in society and encourage them to freely express their ideas to build a better future.

We're building the democracy of the future. 

🎉 Leave an emoji if you appreciate my posts.
♻️ Repost to help us grow this movement.
✔️ Follow me for more stories.

-----------------------------

For enquiries about one-on-one Leadership Coaching, just send me a DM.

I do high level 1:1 coaching and I have a course that teaches you how you can transform your mind to become the person you truly desire to be.

My course is here: www.happyonmondays.com/the-mind-experiment

Mimi Boyer, M.Sc.

Entrepreneur | I build powerful branding solutions for bold businesses

I help AI and Tech B2B businesses build brands that shape industries. Companies that work with me aren’t looking for another branding agency. They need a strategic partner who understands how to position them for long-term demand and market leadership.

At Jumpact, we focus on positioning brands where perception drives growth. My work spans high-growth companies in Canada, US, UK,
Middle East and beyond, helping them gain visibility, credibility, and competitive strength.

What I focus on: 
✔ AI and Tech B2B brand positioning
✔ Narrative-driven branding
✔ Category ownership and market perception

If you’re building in AI, SaaS, or future tech and need more than a branding service, let’s talk.

Momina Rajput

"100% Human-Led" is the new luxury tier in B2B.

Social platforms are already slapping AI-generated labels on every other post - which, honestly, makes the "polished" corporate look feel like a trust liability instead. 

In a feed flooded with synthetic perfection, the most valuable asset a brand can own is a soul. Perfection is now a symbol for "fake."

The shift is moving toward intentional imperfection in real time.  

Proving there is a real person behind the brand requires the details a model cannot replicate. 

I am talking about raw voice notes, unpolished behind-the-scenes chaos, and the specific, polarizing opinions that committees usually scrub away.

B2B SaaS companies have been conditioned to sand down every edge. 

It is the reason the industry sounds like a loop of automated support bots from 2012. That polish is a massive risk in 2026.

Standing out means leaning into the unproduced. 

One team I worked with stopped shipping high-production demos and started sending raw, unedited Loom videos instead. 

Engagement spiked and the quality of their inbound leads shifted from "just looking" to "ready to partner."

People no longer buy from algorithms. 
They buy from humans who are obsessed with the problem. 

Sometimes that looks like a typo or a shaky video but it always looks like the truth.

Is your brand too polished to be trusted?

Brand Messaging for B2B Tech Founders: Build Authority, Win Clients & Raise Capital

OpenAI just locked in the enterprise market.

New data from Ramp shows that 36.8% of US businesses are now paying for OpenAI products.

This is a record high that honestly makes those "AI hype is cooling" articles from last summer look a bit ridiculous - and the spike to 46.6% total AI spend in December suggests the experimentation phase is dead. 

Companies have stopped playing with chatbots and started hard-coding this stuff into their payroll. 

I used to think Anthropic might steal the crown because of their developer-first reputation. I was wrong.

The thing is, OpenAI reversed its fall slowdown and now has over 1 million business customers paying for real API usage and chat subscriptions. 

Anthropic is sitting at 16.7% and Google is barely scratching 4.3% in paid adoption. 

It turns out that being first to market actually mattered more than the "cleaner" developer experience - which reminds me of how legacy software used to win just by being the default - and now OpenAI is the default.

If you are watching the spend, you are watching the reality. 

Usage is likely even higher when you factor in the personal accounts people use to bypass IT but the corporate credit cards have spoken. 

OpenAI owns the office now.

I’ve sat in enough boardrooms to know that by the time someone clicks “Request a Demo,” the deal is already 80% decided.

We obsess over landing pages and email sequences (fine). 

But we keep missing where the decision actually gets made. I’ve watched SaaS founders lose a deal before sales even knows the buyer exists.

It happens in three stages of behind-the-scenes research:

1. The whisper network

Before they Google you, they ask private Slack groups and WhatsApp threads: “Has anyone actually used this?”

If your name doesn’t come up with a peer’s approval, you’re done. Your site is stop #3, not stop #1.

2. The technical teardown

Modern buyers don’t read your marketing posts. They go straight to docs to see where the API cracks. They comb Reddit for unfiltered complaints. 

They’re looking for the catch while you’re still selling the dream.

3. Internal consensus

By the time you get the first call, the committee has already met. 

They’ve compared ROI to budget. They don’t want a pitch. They want a reason to feel safe saying yes.

If you wait until the demo to shape the story, you’re late. 

We spend millions on attribution to map a journey that happens in private. 

The fix is simpler: put the useful stuff where buyers already look, and make it easy for internal champions to share.

What’s one piece of “invisible” feedback you’ve heard about your product lately? I’m curious if it matched your internal data.

Steal my secret to B2B positioning. 

It is the reason my clients have more engagement than your average user manual. It is called Emotional ROI.

While logic builds the case, emotion is what actually seals the deal.

Hear me out..

Last month I had to stop a tech founder from running another campaign about "seamless automated workflows." It was painful to watch. 

Nobody actually wakes up dreaming of a workflow - which, by-the-way, is the least inspiring phrase in the SaaS dictionary - so we pivoted. 

We started marketing "the end of Sunday night anxiety" instead.

The shift in message changed the entire positioning.

The thing is, tech founders get buried in the "how" of their product. 
They obsess over the speed of the API or the clean UI. 

A buyer with a corporate credit card is still a human with a nervous system. They are not looking for a tool. They are looking for the version of themselves that finally gets to leave the office at 5 PM without a looming sense of dread.

I helped this founder realize that the more technical the product, the more human the messaging needs to be. 

One of my other clients saw a 40% jump in demo requests just by swapping a list of bulleted features for a single story about a Lead Dev who finally took a weekend off.

- Focus on the relief. 
- Focus on the status. 
- Focus on the outcome that actually makes their life suck less.

If your homepage reads like a list of technical specs, you are leaving money on the table.

If this sounds like you and you're looking to pivot your positioning to help you find the feeling behind your features, let's get in touch. 

DM "OUTCOME" and we can look at your current positioning.

They told you to play it safe with your positioning to 'reach more people.' 

They lied.

The B2B SaaS market is currently drowning in a sea of sameness - which, honestly, is what happens when you let a "safe" committee or a generic LLM prompt write your value prop.

Being "professional" however, is no longer a differentiator. 
It is table stakes. If your messaging sounds like everyone else's, you are effectively invisible to the 2026 buyer.

"Inoffensive copy is the safest way to ensure your SaaS stays invisible."

SaaS homepages look identical because the people behind them are terrified of taking a stand. 

I see it every single day - million-dollar budgets poured into "safe" messaging that effectively says nothing. 

In 2026, being 'inoffensive' is a death sentence for your conversion rate.

B2B buyers are no longer looking for "All-in-One Efficiency." 
That is the probably the most overused and hollow phrase in our industry. 

They are looking for a specific, opinionated solution to a specific, painful problem. 

I used to think a broad net caught the most fish. I was wrong. 

As I moved away from "best practices" that produce "average" results. 

I realized that the most defensible moat you can build is a brand that actually stands for something - even if it means a few people decide you are not for them.

In this market, a broad net just has more holes.

Is your positioning a moat or a mirror?

I am opening up 2 spots for a Brand Audit this month to help you kill the vanilla and find your edge.

DM me the word "VANILLA" and I’ll send over the details.

I used to think posting every day was the only way to win. I was wrong.

The data is getting harder to ignore. 

Comments on LinkedIn can drive up to 6x more visibility than original posts because they piggyback on existing momentum. 

While a post waits for the algorithm, a high-intent comment starts working the second you hit "reply."

Why it doesn't seem to work is mainly because B2B teams treat commenting like a chore. 

They leave "Great post!" or "Thanks for sharing!" - which, respectfully, is just digital professional litter. 

Generic praise isn't meant to build authority; it just makes you blend into the background.

If you want to turn a comment into a lead, you need a system in place.

I’ve realized there are three non-negotiables for a high-intent comment:

1. The Specificity Anchor: 

Reference a specific data point or line from the post. Prove you didn't just skim it.

2. The "Add-On" Logic: 

Don't just agree. Add a new perspective, a counter-point, or a singular anecdote from your own "trenches."

3. The Implementation Bridge: 

Start by identifying the bottleneck. End by pointing out exactly what makes the post’s advice difficult to execute. 

Instead of a simple "What do you think?", try: "The real challenge here lies in getting the CFO to sign off on the attribution model required to prove it."

Eventually, these comments allow you to move the conversation to DMs and build a genuine connection out of a single comment. 

The "where" matters as much as the "what." 

Stop commenting on your competitors' posts - you’re just helping their reach. 

Instead, build a "Dream 50" list of non-competing founders, industry analysts, and the "niche famous" creators your buyers already follow.

The thing is, the "Golden Hour" is real. 

If you engage within the first 60 minutes of a high-authority post going live, you’re effectively buying a billboard for free. 

Research shows that interacting with just 10–20 posts daily can increase your profile exposure by 50%.

The goal isn't to be "active" just for the sake of being visible. 
The goal is to be so hard to ignore that acknowledging your presence becomes inevitable.

What’s one 'unpopular opinion' you’ve been wanting to share in the comments of a big industry post, but haven't yet? 

Drop it below - let’s practice some 'Add-On Logic' together.

This just in: Salesforce just hired MrBeast for a Super Bowl ad.

The world's biggest B2B giant just handed full creative control to the world's biggest YouTuber.

Here's how it happened:
MrBeast tweeted at Salesforce CEO Marc Benioff asking to collaborate.
Benioff responded publicly within hours.

Deal done. No six-month agency briefing process. No committee review.

Salesforce is officially betting that enterprise buyers have the same attention spans as everyone else.

The thing is, tech brands are still terrified of creator partnerships because they seem "unpolished."

CMOs used to laugh at the idea of a YouTube integration. Those same leaders are now watching Salesforce set the playbook for the next decade.

A buyer doesn't stop being a human just because they're holding a corporate credit card.
If the playbook requires a "professional" case study before trying creators, the market has already moved on.

ClickUp's "pain in the apps" ad showed the cracks forming. This move by Salesforce breaks the wall completely.

Every B2B brand that's still running whitepapers and stock photos just got lapped by a guy who gives away cars on YouTube. 

That's not my hot take. That's LITERALLY what just happened.

Your prospect visited your pricing page twice this week, and they still haven't booked a demo.

The objections that kill deals happen at 11pm when they're staring at your pricing page alone, trying to decide if this is worth the risk.

Here are the three objections running through their head:

1. "What if this doesn't actually solve our problem?"

They've been burned before. 

The last tool promised everything and delivered half. 
Now they're skeptical of every demo request because they know you'll show them the best-case scenario, not their scenario.

Your homepage needs to answer their specific use case before they ever talk to you. 

Generic value props don't cut it anymore.

2. "What if I look stupid for recommending this in three months?"

They're not just buying software. 
They're putting their credibility on the line with their team and their boss. If your product fails, they look incompetent.

This is why peer reviews, case studies from similar companies, and transparent implementation timelines matter more than your feature list. 

They need proof that people like them have succeeded.

3. "What if the switch is a nightmare?"

Migration anxiety is real. 
They're imagining the chaos of onboarding, the training, the integration issues, the three months of their team complaining about the new tool.

If your site doesn't clearly show how smooth the transition is, they'll assume it's a disaster. 

Make the path from "interested" to "live" crystal clear.

These objections live in your prospect's head long before they hit "book a demo." 

If your site doesn't answer them, your sales team won't get the chance.

Kill the objections on the homepage. Not in the demo.

And if you need help in doing that, drop me a dm.

One of my big goals for 2026 is to start taking stages and speaking more.

A lot of what I do day-to-day is help B2B founders explain what they do in a way that actually makes sense; to customers, to teams, and to themselves.

Positioning.
Messaging.
Personal brand.

Everything that reduces buyer hesitation and shortens the sales cycle.

It’s usually not that founders don’t know their business.
It’s that they’ve been too close to it for too long, so saying it simply becomes harder than it should be.

Over the last while, I’ve been asked to talk about this more — at founder dinners, offsites, panels, and smaller events — and I want to lean into that this year.

So if you’re putting together something for B2B founders and need a speaker around brand messaging, positioning, or building authority in crowded markets, I’m open to those conversations.

And if you’re not the one organising these rooms but know someone who is, feel free to tag them here.

If this fits something you’re already planning, happy to chat.

No alternative text description for this image

ClickUp did something ballsy for B2B.

They made SaaS advertising actually funny.

I've been watching ClickUp's "Pain in the Apps" campaign, and here's what they're doing that their competitors won't.

They named the problem everyone's been living with.

SaaS fatigue is real. We're all drowning in tools. 

Slack for messaging, Asana for projects, Notion for docs, monday.com for boards, Trello for... I don't even remember anymore. 

The tab switching alone is exhausting.

ClickUp looked at this mess and said "pain in the apps." A pun. 

In B2B marketing. Where everyone else is using words like "streamline" and "optimize workflows."

They're doing a brilliant job at positioning against the entire ecosystem instead of one competitor.

When Asana says "better project management," ClickUp says "we replace everything." 

That's a different value proposition entirely. 
They're going after your mental load, your budget line items, and your team's collective exhaustion with logging into twelve different platforms before 10 AM.

The thing is, their branding feels like it was built for humans who work, not "enterprise decision makers."

Watch their ads. TikTok-style skits. Meme energy. Workplace humor that actually lands because it's specific. 

They're running Super Bowl commercials and billboards in tech hubs while their competitors are stuck in LinkedIn carousel hell explaining features.

Their Chief Creative Officer literally advocates for "talking like a human." Which sounds obvious until you realize how rare that is in B2B.

I keep thinking about the timing. 

Right now, companies are cutting SaaS budgets. Teams are tired. 

The "one app to replace them all" message lands differently in 2025 than it would've in 2020 when everyone was still excited about adding new tools.

ClickUp saw the cultural moment - SaaS fatigue turning into genuine frustration - and built their entire positioning around being the cure.

Their ads get shared on LinkedIn. Organically. Because they're actually entertaining. 

That's paid media turning into earned media without forcing it.

Here's what tech founders can learn from this:
Your category doesn't have to stay boring just because it's B2B. 
If everyone in your space is using the same corporate voice, that's your opportunity.

Find the shared frustration your market is actually living with. 
Give it a name. Make it memorable. Own it completely.

ClickUp positioned themselves as the empathetic ally. 
They're solving a problem their competitors won't even acknowledge exists because they're too busy listing features.

What's the "pain in the apps" equivalent in your category that everyone feels but nobody's named yet?

I’m hiring a Marketing Ops Lead (full-time).
📍 Pakistan | 🌍 Fully remote

Before you get too excited, I’m not an easy founder to work with.

I have ADHD, two young kids, limited work hours, and very low patience for shallow thinking or missed ownership.
I move fast and expect you to see the whole system, not wait for instructions.
I don’t want to chase, I want to trust.

I run a B2B brand messaging & LinkedIn consultancy for tech/SaaS founders.
Demand is strong. Ops need to catch up.

You’ll work on:
- CRM setup & daily ops
- LinkedIn Sales Navigator workflows
- Inbound leads (DMs → calls → pipeline)
- Proposal building & tracking
- Organizing assets, case studies, social proof
- Lead magnets, email flows, light automation

Tools: LinkedIn, Sales Nav, CRM (Pipedrive/similar), Notion/Drive, email tools, Zapier.

Who this is for:
Someone with 3–4+ years in Marketing Ops who’s worked with small teams or founder-led businesses and can think + execute independently.

Compensation:
PKR 150,000/month

Time zone: EST. You have to be working in my work hours.

If this sounds intense, good.
If it sounds exciting, even better.

Comment “Marketing OPS” if interested.

And if you know someone who can take this up — tag them!

I used to take any client who would pay me.

Realtors. House flippers. Local businesses. B2C. B2B. If they had a budget and a problem, I said yes.

For two years, I was busy. I was making (some) money. But I wasn't building anything that compounded.

Every new client meant starting from scratch. New industry, new jargon, new problems I had to learn on the fly. I was decent at a lot of things but an expert at nothing.

Then mid-2024, I made a decision. B2B SaaS only. Pre-sales messaging and reducing buyer friction. That's it.

The first month felt terrifying. I was saying no to revenue. Turning down projects that would've paid well because they didn't fit.

Then things started clicking.

The more I focused, the faster I got. I started recognizing patterns across clients. 

The objections were the same. The hesitation points were predictable. I could walk into a call and diagnose messaging problems in ten minutes that used to take me hours.

My positioning got clearer. My content got sharper. The right clients started finding me instead of me chasing everyone.

Generalists work harder. Specialists get paid more and work less.

I needed those two years as a generalist. You have to start somewhere. But staying there too long is the mistake.

The work gets easier when you stop trying to be everything to everyone. 

Your expertise compounds, your reputation builds, and the clients who need exactly what you do will find you.

If you're still saying yes to everything, maybe it's time to pick your lane.

January is lying to you about fresh starts.

Every year, founders treat January 1st like a reset button.

New goals. New plans. New energy.

And by February, most of those goals are already collecting dust.

Here's what I've noticed about the tech founder I have worked with over the last 5 years:

The ones who actually move the needle in Q1 are the ones who got clear first.

Because goals without clarity are just wishes with deadlines.

If your sales team explains your product three different ways, your revenue goal is already in trouble.

If you don't know what you want to be known for, posting more on LinkedIn is just adding noise.

If your messaging sounds like everyone else's, enterprise buyers will keep scrolling past you.

This happens literally every January:

Founders set ambitious targets. They skip the foundation work. They sprint on execution. Then they wonder why nothing sticks.

So before you set a single goal for 2026, answer this:

Can your team clearly explain what you do, who it's for, and why it matters, without you in the room?

If not, that's your Q1 priority.

What's the one thing you're getting clear on before you start chasing goals this year?

Marium and I did a LinkedIn Live together a few weeks ago, talking through how B2B brands should be speaking to their audience. She and her business Software Finder has been a fantastic client and partner to us since April 2025.

During that conversation, Marium also shared what it has been like working with us - how we approached her brand positioning and messaging, how it has helped her as a founder, and what kind of impact it’s having on the business.

Sharing a short clip from that Live below.

Reviews are great for business, but they are even better for motivating one's self on the journey of building a business. 

And God knows, we all could do with some motivation :)

My 6-year-old stood in the games aisle for 15 minutes yesterday.

Picked up a puzzle. Put it down. Asked me the same question three different ways.

She wasn't deciding if she wanted it. She already knew she did. She was managing risk.

"What if it’s tough?" "What if I don't like it after?" "Can we return it?"
She needed permission to feel confident.

That's your B2B buyer at 2am on your pricing page. The hesitation is fear of looking stupid in front of their boss three months from now.

SaaS founders pile on features and demos. Buyers stay stuck at "what if this doesn't work?" Your prospect is paralyzed by uncertainty they can't name.

The vendors winning in 2026 answer the unasked questions before they surface. They show peer reviews from companies like theirs. They offer trials that prove the thing works before anyone has to defend a budget line. They make the implementation timeline clear so there's no surprise chaos in Q3.

They don't wait for the "I need to think about it" objection. They kill it on the homepage.

Give them proof. Give them an out. Give them confidence.

Stop selling features. Start killing the "what ifs." 

That's how my daughter finally grabbed the toy and walked to checkout. And that's how your buyer will hit "book a demo."

We love tuesdays when networking calls look like this ! 🙃

Your CAC just doubled because your buyers can't sell you internally.

ProfitWell's 2025 SaaS benchmarks show median CAC increased 60% between 2023 and 2025. 

Sales cycles stretched from 32 to 47 days. Deals that used to need two calls now need five.

Gartner found that 77% of B2B buyers describe their latest purchase as "complex or difficult." 

Your prospects know they need a solution. They struggle to justify yours to their team.

Every stalled deal is a messaging problem.

Your buyers get stuck between "this looks interesting" and "let's move forward" because they lack the words to champion you internally. They're building the business case themselves, using your vague positioning and generic benefits.

Sharp positioning compresses sales cycles.

When your positioning clearly articulates who you're for, what specific problem you solve, and why you're the obvious choice, deals move faster. Your champions know exactly what to tell their CFO, their IT team, their skeptical colleague.

Clear positioning improves conversion and compresses your sales cycle, which directly cuts CAC.

Most SaaS companies lose deals to confusion. Better positioning means faster deals and lower acquisition costs.

Worth asking: when's the last time you sat in on a deal that stalled and actually listened to how your champion was pitching you?

taplio

The Battle

Mimi Boyer, M.Sc.

Momina Rajput

Followers

Posts

Engagements

Likes

Performance ScoreMomina Rajput's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Mimi Boyer, M.Sc.

Momina Rajput

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Momina Rajput's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMomina Rajput's LinkedIn Performance