Stop "spearheading", start proving.

"I'm a results-driven professional with 7+ years of experience, specializing in spearheading cross-functional marketing projects with exposure to senior leadership."

This, dear reader, is my job. I read s**t like this all day, looking at CVs and free-text fields of applicants. I don't know who teaches this, and what material AI was trained on to produce this sort of nondescript garbage, but … this is not how you convey value.

Our time and attention is limited. So we want information conveyed as fast and effectively as possible – in all contexts, including applications. Nobody ever complained because information was relayed too efficiently.

Instead, say it how it is. In as few words as possible.

"I generate leads for early-stage B2C companies."

Fantastically simple. Fantastically effective.

Then, back it up with numbers:

"For the past 7 years, I've run marketing at [companies A, B, C], managing teams of up to 7 people and generating the following results: [insert KPIs]. Here's a portfolio of my work: [link]."

3-4 sentences on a CV that make the world of a difference. You could've used business slop. Instead, you made it crystal f**king clear why someone should talk to you.

A sentence like this is scary. If it's not an early-stage B2C company, it's probably not the right fit. 90% of potential opportunities gone.

Good. That's the point. Being specific makes you more valuable.

Take this example, inspired by Hormozi's $100M Offers:

• "online fitness course for weight loss" = $19
• "online fitness course for weight loss for stressed entrepreneurs" = $49
• "online fitness course for weight loss for stressed entrepreneurs in their 30s" = $99
• "online fitness course for weight loss for stressed entrepreneurs in their 30s, based in Berlin-Mitte" = $299

Specificity sells.

So for those B2C early-stage companies? Hot damn, you'd be hard pressed not to get an interview if the references and KPIs are on point.

Now, this doesn't always work.

You can only write this clearly if you actually have something to say.

More often than not, CV slop isn't a writing problem; it's camouflage for the absence of results.

(That's at least when I assume stuff like the opening line of this newsletter.)

Which brings me to the real advice: do good work.

Sounds simple but apparently isn't. If you put in mediocre work, you get mediocre results, and no amount of perfectionism on the storytelling will change that.

I feel very calm telling people I'm good at what I do, because I have the numbers to back it up. Those numbers came from showing up daily, often without knowing whether the input was right, and going to bed knowing I gave it everything I had.

If you do good work, you'll develop proof points: first for yourself, then for others. Confidence is just a series of small proof points that you can actually do the thing.

Then, show the proof off. It's easy for me to "prove" I'm a decent writer, because my writing is all over the internet and you can literally just read it.

No matter what you do, there's some form of proof available to you.

The VC firm NFX has a concept I like called the Ladder of Proof: investors judge startups by how much they've de-risked themselves, rung by rung – and the higher you climb, the stronger the signal.

We can use the same ladder for candidates. From bottom to top:

1. You claim it. "Results-driven professional." Doesn't mean s**t.
2. Others say it. References, testimonials, a former boss who'll take a call. Much better. But there's more.
3. You show it. A portfolio, a project, writing that's publicly readable.
4. Numbers prove it. KPIs, revenue, growth – cold, hard results nobody can argue with, ideally with proving screenshots or similar.

The higher you are on the ladder, the better. Most CVs never leave rung one.

Once you have the proof, don't be afraid to stand out. You've earned it. Communicate it in a crystal clear manner. Corporate bulls**t is only necessary if you haven't achieved anything.

But ... what if you haven't achieved anything?

Build something small. Write about it. Ask the people you've worked with to vouch for you. Do cool things while applying, and suddenly you have something to say.

Then say it. Plainly, without CV slop.

"I generate leads for early-stage B2C companies. Here's the proof."

That's all.

What's your sentence?

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