DEAR XIR

Letters from the Intersection

Dear XIR –

Wait. Let's hit pause real quick. Time for an executive decision.

I’m taking us ALL the way back to the beginning. 🔥

Because while we've been building cohorts, creating frameworks, and launching agencies – I've been feeling this fire in the deep pit of my soul, this certainty that we need to rebuild the foundation.

Not the job title. Not the role description.

The ESSENCE of what makes us different.

I'm hyped to welcome the 500+ new XIRs who've joined recently – y'all picked the perfect moment to jump in, because today we're stripping away the complexity and getting back to what matters.

The raw truth that started this whole movement.

SO, WHAT EXACTLY IS AN XIR?

This isn't just another career path. This is a fundamentally different way of creating value in the business world.

The "X" isn't random – it represents your inherent ability to be the variable, the multiplier, the connector in any equation.

You're not a specialist who goes deep in just one area. Those people master existing frameworks within established boundaries. Important? Absolutely.

But they optimize existing systems rather than reimagining them.

And you're not a surface-level generalist who knows a little bit about everything. Those people have breadth without depth. Versatile? Yes.

But they lack the transformative understanding that comes from truly living at the intersection.

You're something much more powerful:

Think about it:

• Marketing + Psychology + Data: You don't just execute campaigns – you decode the behavioral signals that predict customer actions before they happen.

• Community + Revenue + Product: You don't just build community for engagement's sake – you architect relationship systems that directly translate into product adoption and revenue growth.

• Finance + Creative + Operations: You don't just manage budgets – you design resource flows that unlock creative potential while maintaining operational excellence.

That's where the magic happens. In the spaces between traditional roles – where most companies have gaps but you see opportunities.

Traditional expertise is vertical. XIR expertise is horizontal, diagonal, and multidimensional – creating connections that others simply can't see.

THE XIR DIFFERENCE

What separates you from traditional roles isn't just what you know – it's how your brain is wired to process information and create value:

While specialists are necessary to go deep in specific areas, and generalists help coordinate across them, XIRs operate in an entirely different dimension – identifying the hidden patterns and opportunities that exist in the spaces between established functions.

You don't just bridge departments – you transform how they interact, creating entirely new value streams that weren't visible before.

Your brain naturally makes connections that others strain to see. You instinctively translate between languages that others find foreign.

You see patterns emerging where others see only noise.

This isn't just a career positioning strategy.

It's a recognition of how you're fundamentally wired.

THE XIR MARKET OPENING

Let's keep it 100 (as I always do):

Business is struggle city right now. CACs are through the roof, with uncertainty in the economy driving up acquisition costs across all industries according to recent research analyzing primary customer acquisition cost trends.

The average B2B company is now spending $536 just to acquire a single new customer with some industries like higher education paying over $1,100 per acquisition. I legit had a client whose CAC was $25K before I started with them. 😳

Not to mention, teams are incredibly siloed. Companies estimated to have 2,000+ silos of information, each housing data inaccessible to other parts of the business making it nearly impossible to get a complete view of customers or performance.

TL;DR Departments are working against each other while customers just want one coherent experience.

Traditional companies be like:

"We need someone for marketing."
"We need someone for community."
"We need someone for customer feedback."

And they end up with three people who can't translate between teams, creating communication nightmares and wasting millions.

Meanwhile, XIRs are like: "Yo..I speak all three languages fluently and can connect these dots directly to revenue."

That's your unfair advantage. Your X factor.

You're not unfocused. The system was just too small.

And now it's finally catching up.

5 SIGNS YOU’RE ALREADY AN XIR

I’m sure by now you know that you’re an XIR (or at least XIR-adjacent). But if you didn’t know it, welp…now you have the language to flex on these heaux in-market 😂

1. You're a serial connection-maker
   You're in a meeting and your brain is literally mapping connections: "Wait, has the product team seen this customer feedback? This could solve that roadmap issue from last week!" While others stay in their lane, you're building highways between them.
   

2. You're the unofficial business translator
   People come to you to explain what the technical team is talking about or why the marketing message doesn't match what sales is promising. You naturally speak multiple "business languages" without even trying.
   

3. Traditional roles feel too limiting 
   Job descriptions always seem to capture only 60-70% of what you actually do. You're constantly adding "I also handle..." to explain your real contribution, and you've redesigned every role you've ever had.
   

4. You thrive in the gaps
   The problems nobody "owns" but everyone feels? That's your playground. While specialists avoid cross-functional challenges, you're drawn to them like a magnet.
   

5. You see revenue patterns others miss
   You instinctively understand how community signals predict buying intent. How product insights could transform marketing messages. How support tickets reveal hidden expansion opportunities. Your brain just works that way.

Sound like you? Then congratulations – you're already an XIR.

ACTIVATE YOUR XIR SUPERPOWERS TODAY

Here's a prompt to help you start identifying your unique intersection. Throw this into Claude or ChatGPT right now. You can also use the XIR Job Description as a baseline to help calibrate the inputs/outputs as well.

I want to identify my unique XIR intersection. 
I have experience and skills in the following areas:
[List 3-5 areas where you have significant experience]

For each area, my specific strengths are:
[List 2-3 key strengths per area]

Help me identify:
1. The most powerful and unique intersections between these areas
2. What specific business problems these intersections solve
3. How I can articulate this intersection in a way that resonates with B2B companies
4. A concise statement that captures my XIR value proposition

Try it out and share what you discover – your intersection might be exactly what someone else in this community needs right now.

Share yours with me! So I can share it with the community!

SHARE YOUR STORY, GET THE XIR PLAYBOOK

There are so many more of us out there –

People who've been told they're "doing too much," whose resumes look "unfocused," but who create exceptional value at the intersections.

They just don't have the language for it yet. Let's change that through a simple grassroots experiment:

Forward this email to someone who belongs at the intersection and reply to me with "SHARED". That's it – I'm trusting your word. If you do this, I'll send the complete XIR Playbook directly to your inbox next Wednesday morning, including:

• The XIR Value Framework: Translate your unique skills into business language

• Intersection Mapping Template: Identify your most valuable skill combinations

• Revenue Connection Guide: Link your intersection directly to business outcomes

• Positioning Scripts: Language to use in interviews, pitches, and LinkedIn profiles

• $20M in 6 days: Case study of successful intersection-based campaign

Y’all…this isn't just feel-good rhetoric.

Companies with cross-functional teams outperform siloed organizations, with research showing they're 75% more effective at knowledge sharing and 50% more efficient at completing tasks than their siloed counterparts.

That's why more companies are creating XIR-style roles every day. They might not call them XIRs yet, but they're looking for exactly what you bring.

Because while I'm building infrastructure for all of us, this movement isn't about me – it's about US, the brilliant minds at the intersection who've been waiting for the world to catch up.

And catch up it has.

INTERSECTION OF COMMUNITY X GROWTH

Exit Five (top community for B2B leaders) is looking for a Vibe Marketer // Growth Marketer who literally does all the things. An XIR if I ever saw one.

• Revenue: Create landing pages, write promotional emails, set up workflows to convert email subscribers into members

• Community + Marketing: Come up with creative ideas to drive traffic, sign-ups, and new members

• Marketing: Help us manage our ad strategy with our advertising agency

• Strategy + Systems: Plan, run, and measure marketing campaigns to grow Exit Five's email subscribers, trials, members, and attendees.

In-market patterns or opps I am spotting

• This job screams XIR: Customer Marketing Manager at Anthropic. Perfect for storytellers who understand Customer Success.

• Brilliant read: How a single operator used AI to crush a $5K/month agency. Fam…emphasizes the importance of systems (which we stan).

• Another brilliant read: Marketing team at Sendoso owns 100% pipeline gen. Very interesting perspective as it relates to intersectional value.

• What my ADHD caught this week: Nothing changes if nothing changes. If you always done what you always did, you’ll always get what you always got (spoke directly to my soul). Ooof 😮‍💨

3 WAYS I CAN HELP:

1. Join the XIR Agency Interest List: Join here. Priority access for Dear XIR subscribers looking to connect with companies seeking cross-functional talent. Be first to know when new opportunities drop.

2. Get the Complete XIR Playbook: Forward this email to someone who belongs at the intersection, reply with "SHARED" and I'll send you the full framework with positioning scripts and case studies.

3. Book a 1:1 XIR Strategy Session: Limited spots available for personalized intersection mapping and positioning strategy. Perfect if you're negotiating a new role or creating a custom position. Reply if interested.

Final Note

BACK TO THE INTERSECTION

Our weird really has always been our worth. The world is just finally catching up to us.

Sometimes I still feel unseen. But that’s the joy of building this thing together – that I’m not alone. And neither are you.

It may be frustrating at times, but the movement will all be worth it.

Trust me.

I love you all immensely and I am grateful for you each of you.

 Find me on LinkedIn or Book a 1:1 Call

with love and light always,

The future belongs to the intersection.