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