What does it take to build a go-to-market motion that actually works today? In this special compilation of Shift & Thrive, host Natalie Nathanson brings together insights from CEOs, founders, and marketing leaders who’ve learned that growth starts and ends with one thing: the customer. As markets evolve and AI-generated content floods every channel, connecting with buyers requires a deeper, more dynamic understanding of what really drives their decisions. You’ll hear how leaders are redefining customer-centric growth as they avoid tech-first messaging traps, strengthen alignment across teams, and rally their organizations around a shared view of the customer.Takeaways:Start with customer truths, not assumptions. Most teams can’t clearly explain why their best customers buy. Without that clarity, go-to-market strategies rely on luck instead of insight.Stay close to your market. Long-term success comes from being genuinely curious and consistently showing up for your customers, even when your product isn’t a perfect fit yet.Build trust before the sale. Transparency and honest conversations about fit create lasting client relationships and save time for both sides.Use process insights to innovate. Mapping customer processes, not just needs, can uncover automation opportunities and help scale efficiency.Listen for what isn’t being said. Uncovering the unspoken drivers behind customer behavior can transform how you position and message your product.Align incentives around customer success. Simplifying compensation and focusing on client satisfaction over net-new sales strengthens loyalty and drives long-term value.Links:Bill Flynn’s LinkedIn: https://www.linkedin.com/in/billflynnpublic/ Matt McCrann’s LinkedIn: https://www.linkedin.com/in/mattmccrann/ Pete Jones’ LinkedIn: https://www.linkedin.com/in/pete-jones-gryppcorp/ Phil Duffy’s LinkedIn: https://www.linkedin.com/in/philipfduffy/ Konstantin Vilk’s LinkedIn: https://www.linkedin.com/in/konstantin-vilk/ Brad McGinity’s LinkedIn: https://www.linkedin.com/in/mcginity/ Matt Farry’s LinkedIn: https://www.linkedin.com/in/mfarry87/ James Loffler’s LinkedIn: https://www.linkedin.com/in/jamesloffler/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

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