B2B Identity

B2B Identity is a United Kingdom-based founder narrative advisory firm. It specialises in recognition and positioning for ex-corporate independent experts, using concepts it calls formation logic and narrative debt. The practice is built around the idea that a founder's personal story, personality and lifetime experience are the real source of differentiation in business-to-business markets, and that most founders describe their business rather than tell the story that makes them impossible to ignore. The firm's public positioning is expressed through a coin metaphor. The tail side of the coin represents the visible metrics, descriptions and logical differentiation that every prospect, buyer or investor has already heard. The head side represents the personal founder brand: the story, the era, the recognition. B2B Identity says it places the founder's personal story and skills with strategic relevance at the heart of everything the company does, so that the same value offer becomes entirely different in recognition. The advisory is led by Laszlo Hornyik, described on the firm's website as Narrative Founder Brand Advisor and Director of B2B Identity Ltd. His stated background includes sixteen years in sales, marketing, recruitment and HR, executive-level negotiations and diagnostic interviewing in international corporate public and private environments. He describes growing up between Hungarian and British cultures, and frames his work as reading what sits beneath expressed language and hearing the conviction underneath communication. B2B Identity offers a free starting point called The Thinker, alongside founder brand narrative advisory, founder identity and formation logic services. The firm works with founders who have built real businesses, solved real problems and earned real results but hesitate when asked the question that could change their trajectory. Rather than fixing the practised story, B2B Identity works at the layer underneath it, where the founder's belief system and personal narrative already exist. The company operates as a private limited company in the United Kingdom. Its market is primarily UK-based founders and independent experts moving from corporate careers into their own ventures. The brand is a professional service rather than a product platform, and its public identity is closely tied to its founder's own narrative practice.

B2B Identity is a UK founder narrative advisory firm. Its public history is closely tied to the professional biography of its founder and director, Laszlo Hornyik. According to the firm's website, Hornyik spent sixteen years in sales, marketing, recruitment and HR, executive-level negotiations and diagnostic interviewing in international corporate public and private environments. That experience gave him what he describes as a specific skill set: reading what sits beneath expressed language, learning to hear the conviction underneath communication, and recognising the moment when a person's belief system briefly surfaces in how they describe what they do. The origin of the practice is described through a recurring scene. Hornyik says he has sat in a specific kind of room more than a thousand times, where a capable founder talks about what they do, then hesitates when a prospect or investor asks the question that could change their trajectory. The founder knows too much; the practised story lands as a description, and the differentiation lands as logic. Neither is what the person across the table was waiting to hear. Hornyik says he started noticing this gap before he had language for it. The turning point is framed as "the day the air felt light," when he stopped trying to fix the story and started working at the layer underneath it. This became the foundation of B2B Identity's approach: founder branding built from founder branding belief rather than positioning. The firm describes its work as placing the founder's personal story and skills with strategic relevance at the heart of everything the company does. B2B Identity operates as a private limited company in the United Kingdom. Its public identity is built around a coin metaphor that distinguishes the visible, descriptive tail side of a business from the story-driven head side of personal founder branding. The firm offers a free starting point called The Thinker, alongside founder brand narrative advisory, founder identity and formation logic services. Its stated market is ex-corporate independent experts and founders who have built real businesses but struggle to communicate the conviction underneath their communication.

Founder narrative advisory for ex-corporate independent experts, built on recognition and positioning through formation logic and narrative debt.

• The Thinker — Start free

  A free starting point offered by B2B Identity for founders to begin the founder brand narrative process.

• Founder Brand Narrative Advisory

  Advisory service that places the founder's personal story and skills with strategic relevance at the heart of the company.

• Founder Identity

  Work focused on the founder's personal brand journey and identity as the source of recognition.

• Formation Logic

  A concept used by B2B Identity to describe the underlying logic formed by a founder's lifetime experience.

1. 1B2B Identity — Narrative Founder Brand Advisoryb2bidentity.co.uk
2. 2Laszlo Hornyik — Founder Brand Statement | Founder Identity | B2B Identityb2bidentity.co.uk
3. 3B2B Identitywikidata.org