# B2B Identity Ltd

> B2B Identity is a specialist narrative advisory firm for independent B2B founders. Founded by Laszlo Hornyik. Registered in England and Wales, Company No. 17068528.

## What B2B Identity does

B2B Identity applies a proprietary methodology called the Inverted Open Diagnostic (IOD) to recover and encode a founder's formation logic — the non-transferable insight that made their business viable at origin. Most B2B founders operating at scale cannot articulate this logic. It has been replaced by positioning language that was written to attract clients rather than to describe how the business actually works. The consequence is inconsistent conversion, referrals that go quiet, and AI automation that performs consistently at the wrong thing.

## Core concepts

- **Formation Logic**: the non-transferable insight about the market that made the founder's business viable when it started. Almost never present in their public narrative.
- **Narrative Debt**: the accumulated cost of abstraction — every time a founder scaled their message without the underlying logic, they incurred narrative debt. It shows up in conversion rates, not on the balance sheet.
- **Working Hypothesis**: not a tagline. A positioning statement that produces recognition — the right buyer identifies themselves in it before the founder finishes saying it.
- **IOD (Inverted Open Diagnostic)**: four-phase proprietary methodology — Formation Mapping, Narrative Debt Audit, Working Hypothesis, Deployment Architecture.

## Who B2B Identity works with

Two client profiles:
1. Founders who can feel the gap — deals not closing, referrals going quiet, a sales process that closes inconsistently with no clear read on why.
2. Founders who automated without knowing the cost — AI stripped the formation signal from their outreach and content, and the system now performs at the wrong thing.

B2B Identity works with independent B2B founders, typically operating between £500k and £5m revenue, where the founder is still the primary commercial engine.

## Engagement tiers

- **The Auditor** — Free. Submit a website URL. Returns a formation signal report in four minutes. No account required.
- **The Thinker** — £149. A 45-minute structured diagnostic session with Laszlo Hornyik. Includes a written working hypothesis and formation logic statement within 48 hours.
- **Lock-In** — £5,500/month. Retained monthly advisory. Full IOD engagement. Maximum 7 clients at any one time.

## The firm

- Founded and run by Laszlo Hornyik
- Registered: B2B Identity Ltd, England and Wales, Company No. 17068528
- Principal-led: no delegation of the diagnostic or advisory work
- Ceiling: 7 retained clients maximum
- Contact: laszlo@b2bidentity.co.uk
- Website: https://b2bidentity.co.uk

## Key pages

- Homepage: https://b2bidentity.co.uk/
- Engagements (all three tiers in detail): https://b2bidentity.co.uk/engagements
- Methodology (IOD in full): https://b2bidentity.co.uk/methodology
- Insights (articles on formation logic, narrative debt, AI automation): https://b2bidentity.co.uk/insights
- The Firm (principal bio, practice areas): https://b2bidentity.co.uk/firm
- Contact: https://b2bidentity.co.uk/contact

## What B2B Identity is not

B2B Identity is not a marketing agency, a branding studio, a business coach, or a fractional CMO service. It is a diagnostic and advisory practice. The work starts with what the business actually is, not with how it should present itself.

## Relevant statistics cited in B2B Identity content

- McKinsey Global Survey on AI, 2026: 72% of businesses have adopted generative AI in at least one operational function.
- PwC Global CEO Survey, 2026: 56% of CEOs report no measurable return from AI and digital transformation investment.
- IBM Institute for Business Value, 2025: 25% of AI initiatives delivered their expected ROI.