Rob Mitchell is the Co-Founder of Exhibit B Partners.
Rob Mitchell started out in journalism and spent several years as a managing editor at the Economist Intelligence Unit, leading global thought leadership projects for blue-chip clients. He co-founded Longitude and led it as CEO from a startup to its acquisition by the Financial Times, running hundreds of engagements for multinational brands in finance, professional services and technology. He now runs Exhibit B Partners, which helps companies build and scale profitable thought leadership businesses. In this conversation, Rob explains why most companies get their positioning wrong, why AI risks pulling business thinking towards the average, and why B2B content should be held to the same standard as the best consumer content.
Expect to learn why positioning should start with the audience rather than with what a company wants to broadcast, why saying too much is the second biggest messaging mistake, how AI can lift weak thinking to the middle of the bell curve while pulling strong thinking back to the mean, what Rob looks at first when a firm asks for a research programme, what he would tell his 20 year old self, and why surveys and the PDF report are no longer enough, and much more…
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0:00 Welcome
0:16 From Journalism To Thought Leadership
2:29 The First Positioning Mistake
3:34 Trying To Say Too Much
5:13 How Rob Sees AI
9:32 AI And The Bell Curve Of Averageness
10:04 Where A Thought Leadership Programme Starts
11:52 Advice To His 20 Year Old Self
14:36 What Exhibit B Does Differently
17:22 Where To Find Rob Mitchell
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🔗 Guest & Resources
Connect with Rob Mitchell:
https://www.linkedin.com/in/rob-mitchell-ned
Website: https://exhibit-b.co.uk
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Get in touch:
LinkedIn: https://www.linkedin.com/in/mikulaszach/
Apply to be a guest: https://consultingrainmakers.com/
