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.

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

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.

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.

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

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

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

Not the final answer.
The thinking behind it.

Examples:

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

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

Why this works:

Buyers don’t just buy outcomes.

They buy confidence in how decisions are made.

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

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6. Long-Term Direction Videos

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.

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.

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:

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

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

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,

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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