The Homepage Mistake Everyone Is Making Right Now

Every homepage on the internet just added "AI" to it. Anthony Pierri says most of them didn't need to.

Anthony Pierri has looked at more B2B homepages than almost anyone alive. As co-founder of FletchPMM, he's run positioning sprints for 500+ SaaS companies, and this week he sits down with Adam Jay and Dale Zwizinski on the decision every GTM team is dodging right now: is your AI feature making the product you already sell better, or are you quietly becoming a different company? Anthony breaks down why Klaviyo's repositioning worked, why Gong's homepage keeps changing every year, and why founder-led sales collapses the moment you try to scale it. If your traffic dropped after your last rebrand, this episode explains why that might not even be the real problem.

We discuss:

Why AI features confuse buyers when positioning isn't decided firstWhat Klaviyo's repositioning reveals about trading old customers for new onesWhy creating a new homepage category every year might mean it isn't workingHow founder-led sales narratives fall apart at scaleThe one question every exec team should answer before a rebrandChapters:

(00:00) Are your customers really asking for AI agents

(00:50) The Waffleboard Analytics scenario: an AI rebrand gone wrong

(01:42) Why Klaviyo's CRM repositioning was worth the traffic hit

(03:36) The Paramore problem: you don't keep the old fans

(06:50) What happens when founders ignore repositioning advice

(08:20) Does every buyer expect AI built in now

(10:37) HockeyStack's pivot from attribution to AI agents and back

(15:47) Why AI tools still can't out-write a fast human