What we saw is a lot of pain.

And again, the word payroll, if you don't have the context,

is, has been so not delightful.

It's like saying delightful surgery.

So although you have incumbents and huge companies in the space,

the problems are still there.

And that's an opportunity.

Hey there and welcome to Exceptions, the show about the importance of brand in B2B.

This is where we go inside some of the world's best B2B companies to understand why and how

they're proactively building a brand that stands out. In today's world where there's infinite

supply, infinite choice on the side of the B2B buyer, creating a great experience between the

customer and the company is the opportunity for B2B marketers, but they can't simply act like

everybody else. To build a great brand, you have to find and follow what makes you an exception.

Exceptions is a Seeking Wisdom Original series, and it's a partnership between Drift, which is all

about bringing conversations and people back to B2B sales and marketing, and me, Jayakunzo.

I'm the host of the podcast Unthinkable and author of the upcoming book, Break the

Wheel. It's a book about questioning conventional thinking when you're surrounded by

endless amounts of it. And few places are surrounded by best practices and tips and tricks and

past precedents, quite like B2B marketing. So on this series, we're going to go headlong into that mess,

try to make sense of it, and try to tease out what the best in B2B are actually doing to build

great brands. In other words, what makes them the exceptions? Today, we meet a company so excited about building their brand that it kind of sort of feels like they named the entire business after how they feel.

Because these people are building their company with Gusto.

...