Jul 14, 2026 · 4 min · 5 segments
Every B2B leader wants to keep pace with a lightning-fast tech landscape, but few actually know how to stay the course without constantly shifting focus. When it comes to maintaining a consistent…
Beata RouleauGuest
Adam SockelHost
I feel like right now it's definitely easy for brands and for leaders to try to stay on top of trends versus really staying consistent with who they're serving and why they're serving.
And so the, the best advice I could give to a leader of a startup would be to have very clear vision, values, your problem statement, and who you serve.
So having that written and that being something that is repeated at least once a week to your entire team.
Your entire team should be able to explain where the company is going, what values the company has, who you serve, and what specific problem you solve.
A lot of brands focus on features or services that they provide, but I find it's a lot easier to be consistent when you focus on who you work with and what problem you solve, because then the services and your product can shift within that as tech changes, but you're continuing to serve a specific ideal customer profile solving a specific problem.
So I always like to tell CEOs that they're not just CEOs, they're also chief reminding officers, and their job is to say the thing again and again and again and again until their team is, like, plugging their ears 'cause they're so tired of hearing, "This is who we serve.
This is where we're going." And saying that again un-until your team is able to repeat it back.
But so many companies, they have in their handbook, they'll have things written like their, their vision, their values, who they serve.
People read it when they onboard for a company, and then it's not actually a part of the living, breathing, day-to-day focus of the company.
So that's what I would recommend for staying consistent, is just being very clear where you're going, why you're going there, and who you serve, and staying anchored in that and then allowing as tech shifts or products or services should be able to shift within that.
But those core things don't have to change every time that a new tool or, or new functionality comes out.
I feel like right now it's definitely easy for brands and for leaders to try to stay on top of trends versus really staying consistent with who they're serving and why they're serving.
And so the, the best advice I could give to a leader of a startup would be to have very clear vision, values, your problem statement, and who you serve.
So having that written and that being something that is repeated at least once a week to your entire team.
Your entire team should be able to explain where the company is going, what values the company has, who you serve, and what specific problem you solve.
A lot of brands focus on features or services that they provide, but I find it's a lot easier to be consistent when you focus on who you work with and what problem you solve, because then the services and your product can shift within that as tech changes, but you're continuing to serve a specific ideal customer profile solving a specific problem.
So I always like to tell CEOs that they're not just CEOs, they're also chief reminding officers, and their job is to say the thing again and again and again and again until their team is, like, plugging their ears 'cause they're so tired of hearing, "This is who we serve.
This is where we're going." And saying that again un-until your team is able to repeat it back.
But so many companies, they have in their handbook, they'll have things written like their, their vision, their values, who they serve.
People read it when they onboard for a company, and then it's not actually a part of the living, breathing, day-to-day focus of the company.
So that's what I would recommend for staying consistent, is just being very clear where you're going, why you're going there, and who you serve, and staying anchored in that and then allowing as tech shifts or products or services should be able to shift within that.
But those core things don't have to change every time that a new tool or, or new functionality comes out.
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