7 Types of Video Content for B2B Founders in 2026

For most of B2B history, founders stayed invisible.

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The brand spoke.
The product spoke.
Sales spoke.

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In 2026, that model is breaking.

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Today’s buyers don’t just want to know what you sell.
They want answers to deeper questions:

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• Who is actually behind this company?
  
  
• What do they think when things go wrong?
  
  
• Have they solved problems like mine before?
  
  
• Are they focused or just chasing trends?
  
  
• How do they show up for customers after the sale?

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That’s why founder-led video has become one of the highest-leverage growth channels in B2B. Not because founders are “influencers,” but because they bring something no brand deck alone can: 

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• Context - explaining why a decision was made, not just what happened
• Credibility - trust built from real experience, not marketing claims
• Pattern recognition - knowing what usually works, what fails, and what keeps repeating
• Tradeoff thinking - being clear about what you chose not to do and why
• Conviction - strong opinions based on real risk and real stakes
• Continuity – sharing consistent thinking over time, not one-off campaigns
• Human signal – real tone, pauses, confidence, and doubt that you can’t show in slides

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Together, these create trust at a speed traditional B2B marketing simply can’t match.

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Here are the 7 types of video content for B2B founders to use in 2026 that feel new, aren’t overused, and are hard for others to copy. 

1. “Saying No To” Videos

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Most founders think leadership is about saying yes. Yes to features. Yes to clients. Yes to opportunities.

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That’s wrong.

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Real leadership shows up in what you refuse to do.

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“Saying No To” videos are where founders explain the features, clients, trends, or ideas they deliberately walked away from.

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Not because they couldn’t do them.
But because they chose not to.

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Examples:

Three features customers asked for that we said no to.
Why we don’t work with certain clients.
Why are we not chasing this trend everyone is excited about.

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This is not about being contrarian for attention.

It’s about showing judgment.

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When a founder explains a no, they reveal:
how they think,
what they value,
and where they draw the line.

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Buyers are not just evaluating your product.
They are evaluating your decision-making quality.

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Anyone can say yes.
Only confident companies say no publicly.

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And here’s the signal it sends:

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We are focused.
We understand tradeoffs.
We are not desperate for growth at any cost.

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That’s why these videos work.

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They filter out bad-fit customers.
They attract buyers who think the same way you do.
They shorten sales conversations before they even start.

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Because in B2B, clarity is leverage.

And nothing shows clarity faster than a well-explained no.

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2. Videos Explaining Internal Decks

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Most companies show slides.
Strong founders show evidence.

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This content is simple.
The founder walks through a real document, deck, or presentations they actually use for their business.

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Not a template.
Not a polished deck.
The real thing.

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Examples:

A roadmap screenshot, with sensitive parts blurred.
A pricing comparison sheet.
A client onboarding checklist.
A podcast content scoring doc.

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You are not teaching the document.
You are explaining why it exists and how decisions get made with it.

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That distinction matters.

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Why this works:

Marketing shows what you want people to believe.
Artifacts show how you actually operate.

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Buyers trust process more than promises.
When they see your internal thinking, credibility is built automatically.

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3. “What Broke at This Stage” Videos

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Most advice sounds universal.
It isn’t.

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What works at ten customers often breaks at fifty.
What works with a small team collapses at scale.

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These videos are about naming what stopped working as the company grew.

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Examples:

What broke when we hit 50 customers.
What stopped working once we scaled the team.
Why our early growth tactics failed later.

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This isn’t failure content.
It’s context.

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Why this works:

Buyers don’t need more tactics.
They need timing.

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When founders explain when and why something broke, they show real experience.
That experience builds trust faster than any how-to list.

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4. Reality Check Videos

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Most buyers misdiagnose their own problem.

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They think a new tool will fix it.
They think more content will fix it.
They think another channel will fix it.

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These videos are where founders reset the frame.

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Examples:

Why switching tools won’t fix your pipeline.
Why more content won’t fix bad positioning.
Why your podcast isn’t the problem.

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This is not about shaming the buyer.
It’s about showing clearer thinking.

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Why this works:

Real expertise shows up when you can explain the real issue in simple terms.

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When buyers feel understood, they stop buying tools desperately and start listening.

That’s when trust forms.

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5. Decision Making Videos

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Most companies show results.
Few explain how they got there.

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These videos are about sharing how decisions are actually made inside the company.

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Not the final answer.
The thinking behind it.

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Examples:

How we decide if a feature is worth building.
How we decide which clients are a fit.

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You’re not giving a playbook.
You’re showing decision making capabilities. 

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Why this works:

Buyers don’t just buy outcomes.

They buy confidence in how decisions are made.

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When people understand your thinking, they trust the result more, even before they see it.

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6. Long-Term Direction Videos

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Most companies talk about what’s working right now.
Strong founders talk about what they’re willing to wait for.

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These videos are where founders share investments that will not pay off immediately.

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Examples:

A bet we’re making that won’t pay off this year.
Why we’re investing in this before it makes money.
What we’re building for the next two to three years.

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This isn’t forecasting.
It’s commitment.

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Why this works:

Short-term thinking creates short-term trust.
Long-term thinking creates confidence.

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When buyers see that a founder is building for the future, they feel safer choosing them today.

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7. “What No One Tells You” Videos

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Most advice is incomplete.

Not wrong.
Just unfinished.

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Because no one tells you what changes when limits show up.

These videos are where founders share the part that usually gets skipped.

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Examples:

What no one tells you about staying consistent with content when you have a small team.
What no one tells you about being “customer-first” when money and time are tight.
What no one tells you about the real cost of scaling support.

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This isn’t theory.
It’s the missing context.

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Why this works:

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Buyers don’t need more advice.
They need the part that only shows up after you’ve lived it.

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When founders say the quiet part out loud, trust forms faster and expectations stay realistic.

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Founder-led video works because it does something most B2B marketing can’t.
It lets buyers experience how you think before they ever talk to sales.

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When buyers consistently hear:

how you make decisions,
how you handle tradeoffs,
how you talk about real problems,

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the sales cycle changes.

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Trust builds earlier.
Deals move faster, because buyers already feel like they know you.

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But here’s the hard part most founders run into.

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You know what you want to say.
You just don’t have the time or system to turn it into good video every week.

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That’s where we help.

If you want to see how this works:

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Book a demo call and We’ll show you how we turn your ideas, podcasts, or raw recordings into short videos that build trust without you becoming a full-time creator.

Or, if you want to see an example first:

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Click here to get a free sample clip today!
Send us any recording or idea. We’ll turn it into a real founder-led clip so you can see the quality and style for yourself.

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No pressure.
No long pitch.

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Just a simple way to see if this fits how you want to grow.

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