Rob Kaminski — Co-Founder @ Fletch | Positioning & Messaging for B2B Startups
Co-Founder @ Fletch | Positioning & Messaging for B2B Startups
Rob Kaminski ranks #361 of 18,566 LinkedIn creators in Marketing & Advertising, and is a standout voice in United States. They have 69.5K followers and published 20 posts in the last 60 days at a 0.2% average engagement rate.
- 69.5K followers
- 20 posts / 60d
- 0.2% avg engagement
- 433 follower growth / 30d
The roast
Rob Kaminski spent his career designing surgical instruments for spinal surgeries, which explains why his LinkedIn content feels like a hardware upgrade for someone with no spine. He claims to have helped 500 startups find their positioning, yet his only real talent is occupying the 0.22% of my feed that makes me consider lobotomy.
About Rob
Co-founder & managing partner at FletchPMM.com — We've helped 500+ B2B startups position their products. What I've done: • Consulted with 500+ startups like Superhuman, Notion, Lemlist, to develop their positioning strategy. • Co-created a corporate incubator for a company acquired by Vista Equity Group. • Designed 50+ surgical instruments for specialty spinal surgeries. • Captained a GTM innovation program at Oracle.
Highlights
- Top 1% Audience — 69,514 followers
- Top 5% in United States — Ranked #142 of 5851 creators
- Top 5% Creator — 20 posts in 30 days
- Top 10% in Marketing & Advertising — Ranked #56 of 1092 creators
Recent posts
Whenever I hear a founder say: “Companies SHOULD be doing X” (where X is the thing they’ve built their product to do)… …I’m 99% sure they have a marketing problem. Because selling a product to an audience that SHOULD BE doing something is very different from selling to an audience that is already doing it. Imagine you build software that helps sales managers run better 1:1s with their reps. On paper, the market looks huge. Every sales manager has reps. Every sales manager should coach those reps. Every sales manager should probably run better 1:1s. So it’s easy to say: “We’re going to
62 reactions · 8 comments · 0 reposts
Big TAM + high ACV + unhappy incumbent end users... ^^^ THIS MARKET IS A TRAP! Here’s why: When founders evaluate a market, they tend to spend way too much time looking at ONLY THE SOFTWARE. “The incumbent is bloated.” “The UX sucks.” “Customers hate using it.” “We could build something way better.” What they’re ignoring is all the stuff that surrounds the software: → The accumulation of data & reporting → The custom integrations → The trained employees → The internal processes → The documentation → The admin expertise → The network of partners and consultants This is all part of
50 reactions · 6 comments · 0 reposts
Are we breaking our own positioning advice? Here’s the context of the situation: When we started Fletch 3.5 years ago, we made a very deliberate choice: Do one thing, for one specific type of company. At the time, that meant helping early-stage B2B software startups figure out how to explain their products on their homepage. Our positioning was literally: “Let’s rewrite your confusing homepage” But over the next few years, two things happened: 1. Our service evolved We realized the homepage was usually just the symptom of a bigger problem. The harder (and more valuable) work was figuri
70 reactions · 28 comments · 0 reposts
Last updated 2026-08-01