Laszlo Hornyik

The Founder Narrative Advisor

Laszlo Hornyik grew up the youngest of four in a family where disconnection, not poverty, was the hardest part. As a child with a voice that rarely carried, he learned early what it costs when people stop recognising each other and what becomes possible in the rare moment when they do.

That instinct followed him into his career. Working closely with founder-led businesses across the UK, he kept encountering the same pattern: companies built on something genuinely original, led by founders who knew exactly what they had created, and yet unable to make that clarity land consistently in the rooms that mattered most. Sales conversations that ran longer than they should. Investors who needed more context than the work deserved. Hires who arrived with the wrong understanding of what they were joining.

The symptoms were always familiar. So was the underlying cause. In each case, the founder had drifted from the original belief that had started everything – the formation logic that preceded the pitch deck, the positioning document, and the accumulated language of other people's advice. The narrative built on top of that original belief was polished, professional, and subtly rootless. And no amount of messaging work was closing the gap.

Laszlo founded B2B Identity to work directly on that gap. Not the messaging. Not the positioning. The formation logic underneath – the original belief that made the business worth building, and the narrative infrastructure that makes it feel inevitable to the right people without needing to be explained to everyone.

He works privately with a small number of UK founder-led B2B companies at any one time. The work is unhurried, precise, and focused entirely on the clarity that compounds: the kind that shortens conversations, sharpens decisions, and makes the right opportunities recognisable before they are negotiated. Laszlo writes about narrative debt, founder identity, and the quiet distance between what a founder knows and what the room understands.