How has one decision impacted your business growth? We posed this question to 17 industry leaders and they shared the pivotal choices that set their business on the trajectory to success.
- Specialize in B2B Technology and Manufacturing
- Prioritize Email Marketing
- Focus on High-Quality Visuals
- Target Long-Term Corporate Catering Contracts
- Narrow Focus on Specific User Behavior
- Integrate AI-Based Natural Language Processing
- Build a Team with Accountability and Support
- Hire Top Talent Early
- Invest in SEO
- Offer Free Financial Education Workshops
- Expand Beyond Pitch Deck Creation
- Pivot to PR Agency
- Outsource to Specialized Experts
- Partner with Independent Healthcare Practitioners
- Develop API Integrations
- Implement Delegation and Specialization
- Work Through Channel Partners
Specialize in B2B Technology and Manufacturing
One pivotal decision that significantly accelerated our growth was transitioning from a generalist Dallas-based agency to specializing in B2B technology and manufacturing. This strategic focus allowed us to differentiate ourselves from other agencies by becoming experts in industries with complex, high-value offerings. It also positioned us to compete nationally, attracting larger, more sophisticated clients seeking partners who understood their unique challenges.
Before making this shift, we evaluated market trends, client needs, and our internal strengths. We realized that our expertise in storytelling and building trust translated exceptionally well to industries where long sales cycles and credibility are critical. This decision not only elevated our profile but also enabled us to grow sustainably by aligning our services with industries where we could deliver the most value.
Scott Baradell
CEO, Idea Grove
Prioritize Email Marketing
Email Marketing, hands down.
The one key decision that significantly accelerated the growth of my business was prioritizing email marketing as a core marketing strategy. By creating a consistent, value-driven email campaign, I was able to nurture leads, build trust with my audience, and convert prospects into loyal clients.
Before committing to this strategy, I considered the scalability of email marketing, its direct ROI potential, and the ability to build long-term relationships with my audience.
What made email marketing so impactful was its ability to deliver personalized messaging at scale. We also focused on building a quality email list and segmenting it to ensure the right message reached the right audience. This approach not only boosted our client acquisition rates but also created a steady pipeline of repeat business and referrals.
Leonard Scheiner
CEO and Founder, Geek Haus
Focus on High-Quality Visuals
One decision that accelerated our growth was focusing on high-quality visuals in our product marketing. Early on, I realized that customers buying party lights aren’t just purchasing functionality—they’re investing in an atmosphere. I decided to allocate more of our budget to professional photography and videos showcasing our lights in real-life settings, like weddings and backyard gatherings.
This shift wasn’t made lightly. I weighed the costs against the potential benefits, knowing that imagery has a direct impact on conversions for e-commerce. After implementing this, the results were immediate. Customers could see the emotional value of our products, and we saw a spike in both engagement and sales. One video we created for holiday-themed lighting became our top-performing ad, doubling our monthly revenue during that season.
What worked was understanding that customers need to envision how the product will enhance their lives. If you can show them the value visually, it removes a lot of hesitation from the buying process.
Matt Little
Founder & Managing Director, Festoon House
Target Long-Term Corporate Catering Contracts
One pivotal decision that significantly accelerated our growth was our shift to targeting long-term corporate catering contracts. This move allowed us to establish consistent revenue streams while showcasing our ability to handle high-volume, professional events.
We observed a growing need for reliable catering solutions in the corporate sector, particularly for companies prioritizing employee well-being and team-building events. Conducting market research helped us understand the frequency and scale of these opportunities.
Before pursuing corporate clients, we assessed whether our team could handle the logistical demands of large-scale contracts. This included ensuring we had the necessary infrastructure, staff, and equipment.
We considered how corporate partnerships aligned with our mission to provide exceptional, tailored catering experiences. Corporate events presented an opportunity to showcase our professionalism while maintaining our focus on quality and customization.
We evaluated the financial implications, recognizing that corporate contracts often involve higher upfront costs but provide reliable long-term income. Diversifying into this market helped mitigate the unpredictability of seasonal private events.
The first step was rebranding our marketing materials to appeal to corporate decision-makers. We highlighted our expertise in managing dietary needs, crafting customized menus, and ensuring seamless event execution.
For instance, securing a contract with a major Boston-based tech company involved designing a menu that catered to 200 employees with diverse dietary preferences. The success of this event led to a year-long partnership, with the company hiring us for quarterly meetings and holiday celebrations.
Corporate contracts now account for 40% of our annual revenue, providing a stable financial foundation.
Our corporate clients have become repeat customers and often recommend us to their partners, expanding our reach into new markets.
The consistent nature of corporate contracts allowed us to streamline our processes, improving cost management and service quality.
Strategic targeting of corporate contracts was a transformative decision for our business. It reinforced our commitment to exceptional service while enabling us to scale sustainably. This focus not only elevated us but also demonstrated how adapting to market needs can unlock new avenues for growth.
Sara Eller
CEO & Founder, Sara’s Cooking
Narrow Focus on Specific User Behavior
We decided to narrow our focus on a specific user behavior rather than broadening our product scope.
Most startups try to pack in more features to reach a bigger audience. We took the opposite approach and actually removed features that distracted from our core mission. Here’s why:
- Reduced Cognitive Load – People don’t adopt new technology if they’re confused by an overstuffed interface. By pruning away less-critical capabilities, we made our service more intuitive. That translated into word-of-mouth growth because users were better able to explain it to peers. (“It just reads your academic material aloud—no fluff.”)
- Kinetic User Engagement – With fewer bells and whistles, our engineering team spent more time refining the key functionality: turning text to audio that sounds human. Our product became simpler but noticeably higher quality. That quality bump gave us a “wow” factor that fueled user advocacy.
- Clarity for B2B Partnerships – Potential partners (like universities and publishers) often get turned off by solutions that try to do too much—there’s more risk of integration headaches. Our streamlined approach made collaboration less intimidating, so we could build big partnerships faster.
- Data-Driven Advantage – We initially worried about shedding features, but our usage metrics showed that over 80% of customer satisfaction stemmed from one or two core functions. By trimming the rest, we doubled down on what users actually wanted. That clarity helped our marketing and PR, too—we could tell a single, cohesive story about the product.
The counterintuitive nature of subtracting rather than adding proved crucial. By focusing all our efforts on perfecting the essential feature—easy, high-quality audio for reading-averse or busy learners—we achieved more traction than ever. It was about being laser-focused, even if it meant shelving ideas we originally fell in love with.
Derek Pankaew
CEO & Founder, Listening.com
Integrate AI-Based Natural Language Processing
One of the pivotal decisions I made for my chatbot platform was integrating AI-based natural language processing (NLP) capabilities. Initially, we offered basic automation, but adding AI allowed our chatbot to understand and respond to users more intelligently. Before making this decision, I carefully analyzed customer feedback, which revealed that many businesses wanted a smarter tool that could handle complex queries and provide personalized interactions.
I also weighed the cost of development against the potential ROI. By running a market analysis, I discovered that AI-powered chatbots were in high demand, especially in industries like e-commerce and healthcare. Partnering with a reliable AI provider helped us manage development costs while ensuring a robust solution. To ensure smooth implementation, we rolled out the feature in phases, testing its performance and gathering user feedback at every stage.
The results exceeded expectations. Not only did we attract new clients, but many existing customers upgraded their subscriptions to access the AI feature. This decision reinforced the importance of listening to your audience and being willing to innovate, even if it means taking calculated risks. It set a strong foundation for our growth and positioned us as a leader in the chatbot space.
Azam Mohamed Nisamdeen
Founder, Convert Chat
Build a Team with Accountability and Support
For me, one decision that significantly accelerated the growth of my business was building a team with a strong foundation of accountability and support. Early on, I realized that while I could handle a lot on my own, scaling a business like mine required more than just adding people, it needed the right people, systems, and culture. Before making that decision, I considered several key factors.
First, I thought about the type of support I needed to provide exceptional service to my clients. Real estate is a people-first business, so finding team members who shared my values of integrity, responsiveness, and a client-centric approach was non-negotiable. Next, I focused on systems. I introduced tools like Follow Up Boss for CRM management and created detailed onboarding and training programs to set my team up for success. For instance, our first 30 days include specific targets like 300 calls, roleplay training, and database-building tasks. This ensures everyone hits the ground running with clear expectations.
Lastly, culture was a major consideration. In my opinion, culture is the glue that holds everything together. I wanted to create an environment where my team felt supported, motivated, and invested in the business. We foster a mindset of continuous improvement, which not only helps individual agents grow but also reflects in the service we deliver to clients.
By focusing on these factors, people, systems, and culture, I was able to delegate effectively and free up my time to focus on the bigger picture, like scaling the business and enhancing our client experience. This decision transformed us into more than just a business—we became a brand that people trust and return to. For me, that shift was the catalyst for accelerated growth.
Adam Chahl
Owner / Realtor / Interior Designer, Vancouver Home Search | Place Real Estate Team | Oakwyn Realty | Vancouver, BC REALTOR
Hire Top Talent Early
To be really honest, one decision that completely changed the direction of my business was doubling down on hiring top talent before I felt “ready” to afford it. At the time, I recognized that our growth challenges weren’t because of a lack of demand—far from it. Instead, the real issue was operational inefficiencies and skill gaps that I, or my lean team, couldn’t address alone. I realized we needed expertise, not just hard work, to scale sustainably.
Before taking the leap, I carefully considered a few key factors:
- Scalability: Would these hires enable us to grow sustainably by solving critical problems?
- Cash Flow: Could we stretch our financial runway to afford top-tier people, even if it meant short-term sacrifices?
- Culture Fit: Would these individuals not only bring the skills we needed but also align with our values and vision?
Bringing on exceptional people was like giving our business a power boost. They didn’t just complete tasks; they elevated our operations, brought fresh perspectives, and allowed me to shift my focus to strategy and growth. It was risky at the time, but that decision paid off immensely, driving us to the next level.
Vaibhav Kishnani
Founder & CEO, Content-Whale
Invest in SEO
One of the most important decisions I made as a founder was diving into SEO. In the beginning, I was doing everything I could to get my business out there, but honestly, it felt like I was invisible. My website was live, but it wasn’t attracting the right people, and it left me feeling stuck. I’d be sitting there late at night, wondering if all my hard work was even reaching anyone. It was a frustrating place to be, and I knew something had to change.
So, I sat down with my SEO team, and we had a real conversation about what needed to happen. They explained how SEO wasn’t a quick fix, but more of a long-term commitment. I won’t lie, there was a part of me that hesitated. It’s a lot to take in, and it felt like I was investing in something that wouldn’t show results right away. But deep down, I knew it was the right move for the future of my business.
We got to work optimizing the site, targeting the right keywords, and focusing on content that would actually connect with people. At first, it felt like we weren’t seeing much change, but slowly, traffic started to build. And then, it happened—real engagement, real people reaching out, and the business began to grow in ways I hadn’t expected.
Looking back, that decision to invest in SEO was about trusting the process. I took a leap of faith, even when I couldn’t see the results right away, and that’s been one of the best choices I’ve made. It wasn’t always easy, but it was so worth it in the end.
Mukul Singh
Founder | Website Expert, Digital4design
Offer Free Financial Education Workshops
A pivotal decision that significantly grew mu business was offering free financial education workshops. Many potential clients were hesitant to engage with mortgage brokers because they didn’t fully understand the process. I decided to host workshops that simplified complex concepts like loan structures, property investments, and debt reduction strategies.
I considered the time and resources required against the potential for building trust and long-term relationships. The workshops were a game changer. One of our first sessions led directly to six new clients who felt confident working with us after gaining knowledge in a low-pressure environment. Over time, these sessions became a steady source of referrals as attendees shared their experiences.
This decision worked because it wasn’t about a hard sell. It was about showing people that we cared about their success, which naturally encouraged them to choose us when they were ready. Helping people understand their options turned out to be the most effective growth strategy we could have implemented.
Austin Rulfs
Founder, Sme Business Investor, Property & Finance Specialist, Zanda Wealth
Expand Beyond Pitch Deck Creation
The most significant decision I made was expanding beyond just pitch deck creation to offer comprehensive startup support services, and this choice came from my experiences at companies like N26 and Deloitte. While working with startups at BMW Startup Garage, I noticed that many founders needed more than just impressive presentations—they needed guidance on business fundamentals and investor relations. I kept seeing the same pattern: startups with great potential failing because they couldn’t connect all the pieces of the growth puzzle.
The decision to expand our services wasn’t easy, as it meant investing in additional expertise and restructuring our team, but the statistics I’d seen throughout my career were clear—38% of startups fail due to cash problems, and 35% due to poor product-market fit. Before making this move, I considered three main factors: our team’s capability to deliver broader services, the market demand I’d observed through our existing clients, and the competitive landscape I’d analyzed during my time at Deutsche Bahn. Looking back, this decision tripled our client base within eight months and, more importantly, improved the success rate of our startup clients in securing funding.
Niclas Schlopsna
Managing Consultant and CEO, spectup
Pivot to PR Agency
Have you ever faced a crossroads in your business where one decision could make or break everything? That was my reality when I transitioned my company from a startup idea to a thriving PR agency.
Before this, I co-founded TrapTap, an innovative IoT device for the automotive industry that gained significant recognition. Inspired by the opportunities I saw during TrapTap’s rise, I decided to pivot into PR to help brands build meaningful connections with their audiences. That decision marked the beginning of my company, a PR agency focused on authentic, narrative-driven storytelling.
What influenced my decision?
- TrapTap’s success: Its widespread recognition highlighted the importance of clear, compelling narratives in building brand visibility.
- Personal strengths: My experience with TrapTap honed my ability to connect ideas with audiences effectively.
- Market opportunity: I recognized a growing demand for PR services centered on genuine storytelling.
This pivot enabled us to grow rapidly and establish ourselves as a trusted partner for brands seeking to make an impact.
Bryce North
Founder, Don’t Be A Little Pitch
Outsource to Specialized Experts
One decision that significantly accelerated the growth of my business was outsourcing certain tasks to specialized experts. Before making this decision, I carefully considered factors such as cost-effectiveness, time savings, and the potential for improved quality of work.
By outsourcing tasks like content creation, web development, and social media management, I was able to free up my time to focus on core business activities and strategic planning. This allowed me to scale my operations more efficiently and pursue new growth opportunities.
For example, when I outsourced content creation to a team of professional writers, the quality and consistency of our blog posts and marketing materials improved dramatically. This led to increased website traffic, higher engagement rates, and ultimately, more leads and conversions.
Similarly, by outsourcing web development to experienced professionals, we were able to launch a more user-friendly and visually appealing website in a shorter time frame. This improved our online presence and helped us attract more potential clients.
Overall, the decision to outsource certain tasks proved to be a game-changer for my business, enabling us to grow faster and more efficiently than we could have by trying to do everything in-house.
Maurizio Petrone
Founder & CEO, PressHERO
Partner with Independent Healthcare Practitioners
If I had to pinpoint one decision that propelled my health tech company’s growth, it would be our choice to partner with independent healthcare practitioners rather than solely targeting large institutions. When we started, like many others in the health tech space, we had our eyes set on well-known hospital networks, prominent healthcare institutions, and enterprise-level clients. Back then, that made sense as these organizations had the budget to invest in technology.
However, I eventually realized that multiple levels of decision-making and legacy systems weigh down these organizations. As a result, they are often slow to progress. Meanwhile, I kept getting inquiries from small specialty clinics, niche healthcare providers, and independent physicians. Most of them were struggling to find solutions tailored to their unique workflows. They had urgent requirements and were willing to experiment with cutting-edge innovations. That’s when it hit me: why not empower these underserved players?
There were many factors to consider while making this decision. My team spent months analyzing market trends, speaking with potential clients, and assessing how we could adapt to their needs. We worked on creating customized software solutions to address niche demands and made them flexible enough to evolve as these smaller providers grew. We also shifted our strategy to prioritize modular, interoperable platforms that could integrate seamlessly with existing systems. It required us to rethink how we built and delivered our technology.
These small clinics and physicians adopted our technology more quickly and became our biggest advocates. They recommended our services to others, shared their success stories, and helped us build credibility within their networks.
Riken Shah
Founder & CEO, OSP Labs
Develop API Integrations
One of the most impactful decisions we made that really helped accelerate our growth was the development of our API integrations. When we started, we knew that many lenders were struggling with disconnected systems. Loan management, payment processing, and accounting were all separate entities, causing headaches for both lenders and borrowers. We decided to do something about it—and that’s when our API integrations came into play.
For example, our “Add Loan API Model” allows users to seamlessly add new loans directly into the system. On the flip side, our “Get Loans API Response Model” pulls all the important loan details in one place, making it easy for lenders to get a snapshot of their portfolio without wasting time searching for information across multiple systems. Then, there’s the “Payment API Model,” which automates payments. This integration allows lenders to collect payments automatically and allocate them correctly across categories like principal, interest, and fees.
We didn’t just dive into this blindly. First, we listened to our clients and then the brainstorming session began. We heard their pain points—manual data entry, missed payments, the need for a more efficient way to connect systems—and we knew automation and seamless integration were the answer. By offering these API connections, we made a powerful, all-in-one solution for lenders looking to save time, reduce errors, and offer a better experience to their clients.
The results? More lenders were able to adopt our software, seeing an immediate impact in terms of efficiency and accuracy. We also saw higher customer satisfaction and stronger long-term relationships with clients who could now trust us to handle their entire loan servicing process from start to finish.
Bob Schulte
Founder, Bryt Software LLC
Implement Delegation and Specialization
One of the most impactful decisions we made was implementing proper delegation and specialization within our team. Assigning dedicated experts to areas like sales, logistics, customer service, and operations significantly improved efficiency and customer satisfaction, driving our growth.
Before making this decision, we evaluated operational bottlenecks, such as delays in responding to inquiries and coordinating Portable Storage deliveries. Delegating tasks allowed us to streamline processes, improve communication, and handle more customers without compromising service quality. This approach has been key to enhancing efficiency and strengthening our reputation as South Africa’s most reliable storage company.
Dylan Rodrigues
Managing Director, Storage King SA
Work Through Channel Partners
Deciding to work through channel partners to drive growth using their sales team and our products/services. Sure, you give up some of the margin, but it also enables acceleration of brand trust and reduces investment risk significantly in the go-to-market function.
Sean Everett
CEO, Evergence
