You Are The Product: Your Job Search as B2B Marketing

Chapter 1. Reframe the Job Search: You’re the GM, You’re the Product

1.1 The Executive Job Search as a B2B Go-to-Market Problem
1.2 What Changes When You Stop “Seeing What’s Out There”
1.3 The Mindset Shift: Product, Market, Channels, Pipeline

Chapter 2. Define the Product: Your Value Proposition in One Page

2.1 Identify Your Differentiating Attributes (Not Your Responsibilities)
2.2 Clarify the “Job to Be Done” You Solve for Employers
2.3 Translate Experience into Outcomes and Proof

Chapter 3. Define the Market: Employer Segments and Where You Fit

3.1 Segmenting “Customers” the Way a B2B Business Would
3.2 Fit Criteria: Where You Are Most Valuable (and Why)
3.3 Two or Three Segments Is Usually Enough

Chapter 4. Build the Target List: The Center of the Whole Method

4.1 Turning Segments into a Concrete List of Companies
4.2 How Specific to Get (Industry, Size, Ownership, Role Scope)
4.3 Research-Lite vs. Research-Deep: What Matters for the First Draft
4.4 The “Versioning” Mindset: V1 List, V2 List, V3 List

Chapter 5. The Magic Phrase: “What Do You Think of This List?”

5.1 Why This Beats “Can You Introduce Me to Someone?”
5.2 How It Unlocks: Introductions, Additions, Warnings, Insight
5.3 How to Use the List in Networking Conversations
5.4 The Meta-Signal You Send: Disciplined, Strategic, Prepared

Chapter 6. Add a “Negative Target List” to Multiply Credibility

6.1 What It Is and Why It’s Unexpectedly Powerful
6.2 How to Choose Exclusions Without Sounding Arrogant
6.3 Using Exclusions to Spark Better Conversations (“Why Not Them?”)

Chapter 7. Choose Your Channels: How You’ll Reach the Companies

7.1 Direct Outreach vs. Warm Intros vs. Recruiters vs. Events
7.2 Matching Channels to Segments and Roles
7.3 How to Create “Early-Stage Discussions” Before a Role Exists
7.4 The Goal: Awareness + Relationships + Optionality

Chapter 8. Build Awareness and Social Proof: Podcast as Relationship Engine

8.1 Why a Niche Podcast Works Even If Nobody Listens
8.2 Interview Flywheel: Guest → Referrals → Deeper Network
8.3 Using Interviews as Credibility in Later Conversations

Chapter 9. Stay Top of Mind: The One-Link Newsletter

9.1 The Curated Newsletter (Short, Easy, Consistent)
9.2 Owning the Audience vs. Relying on LinkedIn Reach
9.3 How to Invite People to Subscribe During Conversations
9.4 Frequency, Format, and “Minimum Viable Newsletter”

Chapter 10. Run Your Pipeline Like a Business: Your Personal CRM

10.1 Why Spreadsheets Break as Complexity Grows
10.2 What to Track: Conversations, Notes, Tasks, Intros, Next Actions
10.3 A Simple CRM Setup You Can Keep Using After You Land

Chapter 11. Collateral: Make Your Messaging Consistent Everywhere

11.1 The “Collateral Stack” for an Executive Job Search
11.2 LinkedIn Checklist: Photo, Banner, Headline, About, Experience Bullets
11.3 Resume Checklist: Impact Stories, Quantification, Clean Formatting
11.4 The Core Rule: Show Outcomes, Not Job Descriptions

Chapter 12. Channel Strategy

12.1 Individual Relationships as Channel Partners
12.2 Industry Associations and Groups
12.3 Traditional Executive Search Firms
12.4 Umbrex as a Channel Partner

Appendix: Checklists & Templates

A. One-Page Value Proposition Template
B. Target List Template (with Segments)
C. Negative Target List Template
D. “What Do You Think of This List?” Outreach Scripts
E. Podcast Invite Script + Referral Ask
F. One-Link Newsletter Template
G. CRM Fields and Pipeline Stages
H. LinkedIn Profile Checklist
I. Resume Bullet “Micro-Story” Formula: Situation → Action → Impact