This week, Bill talks with Colson Steber, co-CEO and founder of Qlarity Access, a market research consulting firm guiding companies through high-stakes decisions with clarity and confidence. With experience leading five acquisitions and supporting organizations across agriculture, SaaS, private equity, and more, Colson brings a refreshing perspective on how research truly shapes strategic direction. Bill and Colson unpack why many mid-market B2B and manufacturing companies skip research too early, and the costly risks that follow. From pricing strategy and product-market fit to private equity due diligence and AI’s impact on SaaS value, this conversation provides insights for leaders who need better information to guide growth. Colson also shares memorable examples where research fundamentally changed a company’s trajectory and offers first steps for organizations considering market research for the first time. Connect with Colson on LinkedIn: https://www.linkedin.com/in/colsonsteber/Learn more about Qlarity Access: https://qlarityaccess.com/Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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