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Deep customer understanding is not something you do once at the start.
It is the work that never stops.
Joshua Day Chief, CEO of AdvancedAg, puts it plainly: you are not there to tell your customers what to do. You are there to listen and find their pain points.
His view: the market shifts constantly, and the founders who keep listening are the ones who can keep up.
Hear the full conversation in Season 2 Episode 11 of Driving Growth: https://hubs.li/Q04jY2gV0
05/29/2026
You can't grow what you don't understand.
Most B2B companies have good products, strong teams, and active pipelines. What many are missing is a structured, documented understanding of who their best customers actually are.
This month's Round-Up covers:
➡️ The Revenue Factory foundation most companies skip, and where to start building it
➡️ UNITE 2026 in Saskatoon, June 9-11, where you can find us at Booth 45 at the AMC Annual Convention and Trade Show
➡️ River City Leaders Forum in Edmonton on June 18, where Steve is speaking
➡️ Two new Driving Growth episodes: why deals actually die (hint: it's not budget or timing), and how to engineer predictable B2B growth with the complete Revenue Factory framework
Link to newsletter: https://hubs.li/Q04jn1JZ0
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