The #1 mandate for every business leader should be, “leave your business stronger than you found it.” Business Builders don’t cross a finish line by retiring. They pass a baton. Many businesses can accelerate their organic growth by simply stopping six harmful leadership practices, outlined in my book, Business Builders: How to Become an Admired and Trusted Corporate Leader.

Learn about the book, Business Builders

If you’re mainly concerned with making the place look good quarter after quarter, you’re a Decorator. Jeff Bezos was a Builder… running Amazon for seven years before turning a profit. The stock market still applauded him, because he had a building plan they could believe in. As Warren Buffet said, “Companies obtain the shareholder constituency that they seek and deserve.”

Learn about the book, Business Builders

How about knowing their response before they see it? B2B customers are so knowledgeable that you can model their behavior based on what you learn in customer interviews. Prototypes are still worthwhile—for refinement and engagement. But they’re far too expensive and time-consuming if you do them before conducting insightful B2B customer interviews.

Watch 2-min video, Benchmark Competing Alternatives

You can improve a process anywhere down the value chain, or you can improve the ultimate product. (Mid-stream products don’t count.) Equipment and service providers often have their biggest impact on processes. Component or material makers often have a larger impact on products. In either case, you need to pursue these improvements with passion.

More in e-book, Reinventing VOC for B2B (page 26)

In Level 1, you start with your ideas and launch products you think customers will want. In Level 2, you still start with your ideas, but “validate” them with customers. In Level 3, you start with customer needs, using divergent and convergent interviews. You uncover a full range of outcomes and only work on those customers care about.

Watch 2-min video, Immerse Your Team in Customer Outcomes

AI can deliver key elements of a pre-call plan in a flash: 1) Business status: a refresher on all aspects of your current business dealings with this customer. 2) Company news: You don’t want to be surprised by their new acquisition, divestiture, or VP. 3) Market trends: You’ll engage your customer more deeply if you’re conversant in trends they face. 4) Common problems: Be prepared to discuss their challenges. 5) Process steps: Study all the steps your customer goes through when using your type of offering. This lets you explore areas you could help them accomplish faster, better or cheaper.

Download the white paper, Sales Call Preparation with AI

If you focus on unimportant outcomes, customers will greet your new product with a collective yawn. If you satisfy outcomes competitors already meet, customers will greet you with a phone call requesting lower prices. How long will this take them? This depends on whether they have you on speed dial. How do you focus on important, unmet needs? Use Market Satisfaction Gaps.

Watch 2-min video, Quantitative Interviews are a Must