This article is the first of a 3-part series on growth as a function of customer centricity.Part 1: Background and Proven FrameworksPart 2: Changing Consumer PreferencesPart 3: Authenticity-Led GrowthBackgroundIn 2023, B2B startups often look to the giants when informing their growth strategy. Founders choose between two popular frameworks: Product-Led Growth (PLG) and Sales-Led Growth (SLG), depending on their product offering and ideal customer profile (ICP). Without a sales team, early-sta...

This article is the first of a 3-part series on growth as a function of customer centricity.Part 1: Background and Proven FrameworksPart 2: Changing Consumer PreferencesPart 3: Authenticity-Led GrowthBackgroundIn 2023, B2B startups often look to the giants when informing their growth strategy. Founders choose between two popular frameworks: Product-Led Growth (PLG) and Sales-Led Growth (SLG), depending on their product offering and ideal customer profile (ICP). Without a sales team, early-sta...

IntroductionPicture this: you’re perusing Facebook Marketplace, looking for a reasonably-priced used car with a clean record and bill of health. There’s a lot of trust required from both sides of any potential transaction: you need to pay, and the seller needs to be truthful in their listing. Additionally, we trust that both parties are capable of paying or providing the item in question. Typically, the marketplace is the arbiter of the transaction, able to confirm that neither you nor the se...

IntroductionPicture this: you’re perusing Facebook Marketplace, looking for a reasonably-priced used car with a clean record and bill of health. There’s a lot of trust required from both sides of any potential transaction: you need to pay, and the seller needs to be truthful in their listing. Additionally, we trust that both parties are capable of paying or providing the item in question. Typically, the marketplace is the arbiter of the transaction, able to confirm that neither you nor the se...