Tech scaleups often focus on product development, sales, and funding — but one factor can make or...
Many CEOs struggle with one question that can make or break growth: what kind of disruption is your company actually prepared for?
As a 2X bestselling author featured on BBC TV and in Times Square and having collaborated with 60+ CEOs, in the next 60 seconds I’ll help you decide whether your biggest risk is a market downturn or a technology shift.
In my recent work with Adam Saghei, CEO at We Recycle Solar, our discussion focused on a pattern I see across growing companies. Market crashes hurt, but they hurt everyone at the same time. When conditions tighten, strong positioning, disciplined execution, and clear communication allow the best operators to pull ahead.
Technology disruption is different. If your team is not aligned, not informed, or not moving together, the gap opens instantly. This is why, as I explain in my bestselling book Product Marketing Wisdom, execution alone is never enough. Leaders must spend time aligning teams, communicating priorities, and making sure sales, product, and marketing understand the same strategy. When disruption hits, alignment determines who adapts and who disappears.
I dive deeper into this concept of cross-functional alignment on page 200 of my book Product Marketing Wisdom - which just completed 58 weeks on the Amazon bestseller list.
