B2B taglines are 100% useless.

Software is inherently amorphous.

It’s not a shoe. It’s not a watch. It’s not a car.

It can be used in lots of different ways by lots of different people.

…which means you need to help people understand what your software does.

McDonalds can say “I’m lovin’ it” because everyone knows what a burger is.

Nike can say “Just Do It” because we all know what a shoe is.

But what about a large software company like ServiceNow?

How do you explain ServiceNow?

Probably not by saying: “put yes to work.”

Prove me wrong… can you think of a B2B company with a tagline that has meaningfully impacted their growth trajectory?

Is there a “Just Do It” equivalent in B2B SaaS?