Badassery by B is relevant to the AI agent ecosystem because they specialize in the structured codification of company intent and value. AI agents—whether they are for sales, customer support, or internal operations—require a clear, consistent, and operationalized knowledge base to function effectively. If a human team cannot describe a company's value consistently, an LLM-based agent will inevitably produce hallucinated or generic outputs that fail to convert.
Their work in 'operationalizing positioning' effectively creates the logic layer that agents need to act autonomously. By defining clear differentiators and removing founder-dependent intuition, they help companies build the documentation and rule-sets that are prerequisites for deploying sophisticated AI agents. In the agent stack, they are an upstream provider of the 'Source of Truth' that agents eventually consume.
Most brand strategy work ends with a dense PDF that no one reads. Badassery by B, founded by Beatrice Gutknecht in 2023, is built on the premise that these documents—often called brand bibles—are a waste of capital. Based in Valencia, Spain, the firm argues that rebrands are a costly distraction from the real problem: poor positioning. When a team describes a company's value in three different ways across sales, marketing, and operations, the resulting confusion kills deals.
Gutknecht’s approach treats positioning as an operational problem rather than an aesthetic one. The firm focuses on established B2B service providers—such as project management consultancies, architectural suppliers, and financial firms—that have been in business for at least three years. These companies often reach a revenue plateau, typically around the $5 million mark, because the founder remains the primary salesperson and the only person capable of articulating the company's unique value.
The core of the offering is the removal of the founder as the central bottleneck. In many service businesses, every decision and every proposal must run through the founder because the staff lacks a clear framework for making autonomous decisions. Badassery by B uses a system called the Badassery Blueprint, a nine-step process designed to bridge the gap between abstract strategy and daily work.
This process begins with a brand audit that identifies exactly where team messaging breaks down and costs the business deals. The goal is to ensure that within 30 to 60 days, the entire team can articulate the company's value identically. By doing so, the business becomes lighter to manage. Decisions happen faster, and the team no longer requires the founder’s constant oversight to close prospects. This is not about adding more processes; it is about fixing the existing communication pathways that cause revenue leaks.
In a crowded market of solopreneur coaches and large-scale marketing agencies, Badassery by B occupies a niche for mid-market service firms that are too large for simple coaching but too focused on ROI for a purely creative agency. The firm is direct about what it is not: they do not manage social media, they do not write blog posts, and they do not start with a logo. Their competition is less about other agencies and more about the status quo—the habit of founders trying to solve growth problems with more marketing spend instead of better clarity.
Success for their clients, such as architectural supplier Banbury Lane or PM consultancy Project Revolution, is measured in team alignment and inbound lead quality. By shifting the positioning from a generic "supplier" to a specific "project partner," the firm helps clients justify higher margins and faster sales cycles. The business model is a consulting engagement that functions as a hybrid between business transformation and high-level strategy.
A 9-step positioning framework for operationalizing brand strategy.
Badassery by B is hiring.