“They're really big, so I’m guessing they tested the sh*t out of the homepage before launching... right?”

I was having a conversation with a web developer friend of mine, and we were talking about a company that changed their H1 to something like:

"Increase revenue with _______."

I thought this was a dumb move on their part because it completely obscured their real differentiation.

But my friend assumed this change MUST have been the result of diligent, almost-academic levels of experimentation.

After all, successful companies have endless budgets for staff, experimentation, etc.

But this assumption would be misguided.

Large companies make decisions the same way almost everyone makes decisions:

→ someone high up in the org sees something they like, and they force the company to jump on the bandwagon

For the last several years, the bandwagon was "leading with revenue."

You could not land on a single B2B website that didn't have some version of this in the H1 or H2.

There were all sorts of justifications of why this needed to happen:

"We need to convince the CFO!"

"We are selling into the enterprise!"

"The decision makers don't care about products, just outcomes!"

And yet... many of these same companies have now completely pivoted.

They are doing END USER messaging front-and-center, adopting the same AI chat box that ChatGPT brought to the world.

What happened to the enterprise focus?

What happened to "nobody cares about the product"?

What happened to convincing the CFO that we drive revenue?

It was never about those things — it was always about copying others, jumping on trends, and avoiding anything bold or different.

Big companies are just as susceptible to these flaws as small companies are.

Don't assume that a large size means they are doing things in a more strategic way.

They have HiPPos making dumb decisions, just like the rest of us!

And an important note before you freak out:

→ I am not saying all these companies in this image are big companies making dumb decisions.

→ I am mainly pointing out a trend that is spreading like wildfire, and suggesting that there is zero percent chance all these companies landed on this strategy from a bottoms up, pure experimentation focus.