Blog
A short note when there is something worth reading. No more than that.
Why do customers and employees choose us?
17 October 2026
Purpose in founder-led technical B2B companies starts with understanding why customers buy from you and why employees stay. How do you attract more of the right people if you cannot explain either?
4 min read
Should we focus on existing customers or new leads?
16 October 2026
Most technical companies argue about this every budget round. The answer is in your own invoices, and you can find it in an afternoon.
2 min read
You sell products. Your customer wants a solution.
30 September 2026
Technical companies standardize their offering into products, then build the whole sales language around them. But nobody wants to buy a product. They want a solution to a problem they have.
2 min read
Which customers are actually growing? Why most owners cannot answer
21 September 2026
Most companies cannot answer basic market questions because the data was never collected. The fix is not a CRM project. It is one spreadsheet, three years of invoice lines and a definition agreed before you open it.
4 min read
Make the company bigger than its founder
20 September 2026
A successful owner-led company can still be held back by its owner. The real question is whether the business can reach its full market potential without everything passing through one person.
3 min read
How to define your target market in a technical B2B company
20 September 2026
A practical guide for CEOs of small and medium technical businesses: use financial data, deal history and buying patterns to define a market your company can actually pursue.
8 min read
How can our company grow without losing what the founder built?
19 September 2026
The founder carries the story, the value, the vision and the culture. Growth means sharing that foundation, not replacing it with something generic.
6 min read
Marketing is not step three
11 September 2026
By the time marketing gets involved, the decisions it was supposed to inform have usually already been made.
2 min read
What CEOs actually mean when they say "we need marketing"
8 September 2026
'We need marketing' from a CEO is usually three different jobs wearing one word. Here is how to tell which one you are actually missing.
3 min read
A merger is one HR job, one communication job and one marketing job. Most companies only do one of them.
6 September 2026
Change hits the outside of the company and the inside at the same time. HR and marketing are the same conversation held twice — here is what to actually do on both sides.
5 min read
You want to sell in 3 to 5 years? Then the work starts now
5 September 2026
Handing over or selling a company takes three to five years of preparation. That sounds exaggerated. It isn't. I've watched it happen from the inside.
3 min read
The customer journey starts before you know the customer exists
3 September 2026
Marketing is every time a customer meets you. Including the times after the contract is signed.
3 min read
How to prepare a carve-out so launch day works for you
21 June 2026
In a carve-out the marketing job starts long before there is anything to announce. That is exactly why it gets postponed, and why launch day then goes quietly.
4 min read
Why market clarity matters more in the age of AI
4 May 2026
AI makes fast work of a vague market story. More output, less precision. What has to be defined before you switch any of it on.
5 min read
Why industrial tech companies leave marketing at step 3
21 April 2026
The product is defined, the market is assumed, the sales story is written. Then marketing is asked to make it visible. How that arrangement quietly costs you clarity.
3 min read
What industrial tech can learn from software companies
21 April 2026
The technology isn't the problem. The path from technology to market is. What software companies build before they scale, and what most industrial tech companies never get around to.
4 min read
Prefer to talk it through? Write to me.