Many of the companies I've worked with were treating their value proposition as a marketing exercise, something for marketing to drive and worry about. If you only see your value prop as a marketing tool, you're missing a vital way strategy can drive and unify the whole organization.

I've worked alongside founders, CEOs, and leadership teams navigating real strategic challenges, Every engagement has added to a body of knowledge about what works, and what doesn't. I'm looking back at ten insights that have shaped how I think about B2B growth strategy.

Over the past decade, I've had the privilege of working with B2B companies navigating real strategic challenges: entering new markets, launching new products, aligning commercial teams, and building the kind of marketing function that actually drives growth.