Bob Sherlock

Picture of Bob Sherlock
Bob Sherlock often works with companies serving business markets that face one of two challenges: · An innovative offering that isn’t ramping up sales fast enough · Getting squeezed on price Bob solves those problems by helping clients find their Hidden Value, message it so that prospects perceive that value, and pricing to get paid for it. As a result, his clients can grow sales and margins at the same time. Bob’s experience includes consulting at Marketwerks and The ProAction Group, and founding and running a venture-funded logistics service provider operating a network of automated, unmanned delivery drop points. Earlier, Sherlock was CMO for Wickes Inc., a distributor and retailer of building materials.
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Recent Posts

Outsider Insights | You Built Something Different. Your Messaging Made It Sound the Same.

Outsider Insights | You Built Something Different. Your Messaging Made It Sound the Same.

Tue, Oct 27, 2026 | Posted by Dawn Werry

Executive Takeaways

  • Real differentiation often goes unsaid because messaging leads with inputs, not the outcome buyers pay for.
  • When the story changes by segment, buyers have no throughline and compare you on price.
  • Buyers won’t work out your advantage on their own, so the message has to state it.
  • Quick test: remove your logo and see whether a buyer could still tell it’s you.

Outsider Insights

Across Chief Outsiders, we talk to hundreds of CEOs every month. In this series, we explore the trends and challenges we’re hearing from these discussions – and what you can do if you’re facing the same issues in your business.

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