As part of #Ship30for30 (August 2021 cohort), I wrote atomic essays (each ~250 words) for every day spanning 30 days! My essays were mostly around growing value, products, and customers in B2B markets. With a nice sprinkling of my experience and topics from climate tech.

Every company comes across tipping points that dictate its place in business history forever. A reasonable mix of paranoia and smart risks are the prerequisites to survive. A Danish company offers a timely case study on breaking away from corporate inertia, while also pausing us to self-reflect on our actions or lack thereof.

Entering an adjacent market is more than a simple transfer of competencies. The sooner you accept this, the faster you find the right adjacent market that values what you offer.

The cost of assets is one reason potential customers stay away from participating in certain markets. Rethinking asset ownership or access to assets can bring in a whole new set of customers sidelined for a variety of reasons.

One of the best ways to grow your customer base is to engage in a process of customer selection before crafting your customer growth or acquisition strategy. This simple step can focus your growth strategies overnight to generate better, predictable results.

Avoiding risk shouldn't be the default mode of a company. Trying to understand risk would be a better default. Don't let risk strangle your evolution. Better yet, make risk work for you!

What would you do to capitalize on a sudden boom in business? Do you have measures in place to turn that sudden boom into sustainable growth for the long term?

“Every person, organization, and even society reaches a point at which they owe it to themselves to hit refresh – to reenergize, renew, reframe, and rethink their purpose.” – Satya Nadella, CEO of Microsoft

Be on the right side of history and your balance sheet by doing right by your customers. Your marginalized customers are only as loyal as the limitations of the next best option.

Assuming you're in tune with what your customer values; what initiatives and investments do you have in place to keep winning customers, increase their spend each time, and eliminate hurdles in their buying experience? Being customer-centric doesn’t mean anything if your initiatives and investments don’t always seek to establish it as a reality for your company every single day.