sander

The founder’s dilemma: to be king or to be rich

Every entrepreneur faces a fundamental choice sooner or later: do you keep all control in your own hands (the ‘king’), or do you allow investors in for faster growth (the ‘rich’)? Robin De Cock believes that success starts with being honest with yourself: what do you really want to achieve? At Brauzz, Lowie Vercraeye chose a hybrid model and only worked with investors who shared their sustainable vision. Anouk Schoors emphasizes that investors mainly look for founders with vision and a willingness to collaborate.

Self-knowledge as a foundation

Self-knowledge is crucial. Investors can quickly see through a façade. Robin De Cock encourages students to reflect on their personal values and how these align with their business idea. During his education, Lowie Vercraeye learned to focus on his strengths and to attract others who complement his weaknesses. Anouk Schoors always asks founders about their three biggest weaknesses—honesty about this, she says, is the foundation of good leadership.

The entrepreneur’s drive

Motivation goes beyond money. Lowie finds his drive in making an impact and building something lasting. Anouk observes that the strongest entrepreneurs have intrinsic motivation: they want to solve a problem or drive change. Robin confirms that entrepreneurs with a clear purpose are more resilient and less likely to give up when facing setbacks.

Authenticity and vulnerability

Vulnerability is a strength, not a weakness. Anouk values founders who are open about what they do not know and who dare to ask for help. Lowie noticed that being honest about challenges actually attracts the right partners. Robin sees that the most convincing pitches are not the most perfect ones, but the most authentic.

The importance of community and network

Entrepreneurship is often lonely. That’s why Anouk advocates for a ‘well-being board’—a group of people who support you not only in business but also personally. Lowie discovered that many people are willing to help if you just ask. Robin observes at AMS that alumni, students, and experts strengthen each other by sharing experiences.

Profit and purpose: not a contradiction

According to the panel, the future of entrepreneurship lies in uniting profit and societal impact. Anouk believes that companies with a clear purpose will ultimately be the most successful. Robin sees that impact-driven startups grow faster and build stronger customer trust. Lowie points to the importance of scalability: sometimes you have to lower margins to reach more people, which pays off in the long run.

Alternatives to traditional venture capital

Robin advises being critical about external financing: do you really need it, or can you bootstrap first with subsidies and loans? Lowie used all non-dilutive options before bringing in investors. Anouk sometimes advises founders to explore other sources of funding first if they are not yet ready for investors. Start fundraising early so you don’t have to make decisions out of necessity.

Conclusion

Entrepreneurship requires self-knowledge, resilience, transparency, and a strong network. Those who know their own motivation, are authentic, and dare to ask for help increase their chances of sustainable growth. As Robin summarizes: “Entrepreneurship is not a sprint, but a marathon. It’s not about who grows the fastest, but who endures the longest and stays true to their mission.” Lowie adds: “Authenticity is your greatest strength. Be honest, ask for help, and stay true to your values.” Anouk concludes: “The future belongs to entrepreneurs who unite profit and purpose and build communities, not just companies.”

References

• Wasserman, N. (2012). The Founder’s Dilemmas: Anticipating and Avoiding the Pitfalls That Can Sink a Startup. Princeton University Press.
• Cardon, M. S., Wincent, J., Singh, J., & Drnovsek, M. (2009). The nature and experience of entrepreneurial passion. Academy of Management Review, 34(3), 511-532.
• Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268.
• Webinar: AMS Impact – Entrepreneurship with positive impact: How to stay the course in a profit-driven world (2025). Antwerp Management School.

A strong sales presentation is not just about promoting your product but about guiding the customer through their decision-making process. How can you ensure that your presentation resonates with the stage your customer is in? In this blog, you’ll discover how to create a modern, persuasive sales pitch that builds trust and genuinely helps your customers.

Understanding the Buyer’s Journey

Why is the traditional sales pitch outdated? Simply put: the customer is in control. Buyers thoroughly research before engaging with sales. Their purchasing process typically follows four stages:

1. Awareness of a problem or need.
2. Gathering information on possible solutions.
3. Considering alternatives.
4. Making a purchase decision and implementing the solution.

It’s important to note that only a small fraction of your prospects are ready to buy immediately. At any given moment, only about 2–5% of B2B buyers are purchase-ready, while 95–98% are still in earlier stages. This means that most potential customers are in the research phase.

For sales professionals, adopting a buyer-centric mindset is crucial. Instead of jumping straight into an offer, align with the stage the customer is in. If your audience is still in the awareness phase, education is more valuable than an immediate sales pitch. Demonstrating an understanding of their challenges helps build trust and positions you as a credible partner.

At the same time, you must be prepared for well-informed questions in later stages. By the time a prospect attends your presentation, they have likely already browsed websites, read whitepapers, and compared competitors.

Questions like “What exactly does it cost?” or “What does implementation look like?” are clear buying signals. These moments call for transparency and helpfulness. Provide clear pricing information and concrete examples to show that you have nothing to hide.

In short, take the time to understand the real buyer’s journey. Recognizing that your presentation is usually just one step in a longer process will help you communicate more effectively.

From Pitch to Customer-Centric Storytelling

A winning sales presentation is not about pushing your product but about helping the customer make the right decision. Here are the key elements of a customer-focused presentation:

• Start with the customer’s pain or need:

  Capture attention by showing that you understand their situation. Describe the problem or challenge your prospect is struggling with—this immediately creates recognition.
• Adapt to the stage of the buyer’s journey:

  Adjust your content based on how far along your audience is in their decision-making. If they are still in the awareness phase, share industry insights or market trends to help them better understand their challenge.
• Position your solution as tailored to their needs:

  Once you’ve defined the problem, present your solution as the logical next step. Avoid a generic list of features. Instead, link each key aspect directly to a specific benefit for the customer.
• Support your claims with evidence and build trust:

  In today’s buyer journey, trust is the key to moving forward. Use supporting materials that make your story credible. Think of case studies from clients you have successfully helped or testimonials from satisfied customers in the same industry.
• Remove obstacles with clarity:

  Address potential objections before the customer has to voice them. Transparent pricing and a clear implementation plan help reduce uncertainty and build confidence.
• End with a well-matched call to action:

  Close your presentation with a clear next step, but tailor it to your audience’s readiness to buy. A free demo may be a logical follow-up for customers in the research phase, while a concrete proposal may be more suitable for prospects who are further along in their decision-making process.

Timing, Trust, and Relationships: The Human Side of Decision-Making

An outstanding sales presentation is not just a persuasive story—it’s a strategic tool within a broader business development approach. Timing, reliability, and relationship-building play a crucial role in this process.

Bo Edvardsson developed a model for B2B relationships, outlining how each prospect goes through different stages: from being unknown, to being recognized, to being considered, and finally becoming a customer. Understanding this dynamic helps tailor presentations and discussions more effectively to customer needs.

Trust isn’t built in a single conversation—every interaction contributes to it. During your presentation, be upfront about what you can and cannot offer. That honesty will be appreciated and will increase your credibility.

The ability to establish and maintain trust is one of the most important factors in sales success. Buyers increasingly value expertise and reliability over just price and product features.
Finally, remember that a well-executed sales presentation can lay the foundation for a long-term customer relationship. The more understood and respected a customer feels during the sales process, the stronger the foundation for future collaboration.

Conclusion: Persuasion Through Helping

The best sales presentations don’t feel like a sales trick—they feel like a valuable consultation. By combining a professional structure with empathy and substance, you take the customer on a journey where they feel understood and supported.

Sales will always be about people. Adapting to the modern buyer’s journey means showing that you put the customer first—not just your product. By aligning your message with your audience’s needs and expectations, you not only create more effective sales presentations but also build sustainable relationships.

Sources

• Edvardsson, Bo, et al. “Relationship Initiation in Business-to-Business Professional Services.” Industrial Marketing Management 37, no. 1 (2008): 77-83.
• Humblet, Michel. Understanding the Modern Buyer’s Path to Purchase. 2025.
• Deloitte Insights. The Modern Consumer Decision-Making Journey. Deloitte, 2024.
• Research Leap. “Explaining the Consumer Decision-Making Process.” 2017.
• Stage2 Capital Blog. “3 Steps to Align Your Sales Process to Your Buyer’s Journey.” 2024.
• Add Business. Building the Best Sales Presentation. www.addbusiness.be.

The Decline of Traditional Rainmakers

The traditional approach to rainmakers is under pressure due to changes in the market:

• Declining Loyalty: The percentage of C-level executives who prefer working with existing partners has dropped from 76% five years ago to 53% today and is projected to fall further to 37% within five years.
• Formal Procurement: Buyers increasingly use structured procurement processes, creating opportunities for innovative competitors.

A Unique Business Development Model

Unlike many B2B industries with specialized roles for sales and customer management, professional services rely on “doer-sellers.” Partners must:

• Generate demand
• Close deals
• Deliver services
• Retain and expand client relationships

This combination of responsibilities makes it difficult for individuals to consistently deliver results, underscoring the need for team-driven models.

The Five Profiles of Business Developers

Research by Dixon, McKenna, and Channer (2023) identifies five profiles of business developers. Among these, only one—the Activator—shows a strong positive correlation with revenue growth.

The Profiles

• Expert: Deep subject-matter expertise but focuses solely on existing demand
• Confidant: Relationship-focused and relies on exceptional service to bring clients back
• Debater: Challenges clients’ thinking but risks alienating them with a confrontational style
• Realist: Transparent and risk-averse, sometimes perceived as overly cautious
• Activator: Takes a proactive, collaborative approach, leveraging networks and anticipating client needs

The Activator represents the modern evolution of the rainmaker: shifting from an individual contributor to a catalyst for team success

The Activator Advantage

The Activator stands out due to three core qualities:

1. Commit: Treats business development as a priority, dedicating weekly time to outreach and follow-ups. Combines efforts to acquire new clients and strengthen existing relationships.
2. Connect: Builds and leverages expansive networks, connects clients to the firm’s collective expertise, and engages through social platforms and industry events.
3. Create: Anticipates client needs by identifying trends and market shifts, proactively initiating conversations before clients articulate their demands.
   These behaviors ensure Activators consistently create opportunities and strengthen client relationships.

Building Teams of Activators

To scale the Activator mindset across an organization, firms must invest in environments that promote proactive behavior. Training programs like those at Eversheds Sutherland develop necessary skills from the start of an associate’s career. Recruitment should prioritize collaborative mindsets alongside technical expertise, while AI-driven CRM tools streamline insights and client interactions. Reward systems that emphasize team-oriented achievements further embed the Activator principles throughout the firm.

The Moore Business Development Model

This model provides a structured framework for balancing reactive and proactive strategies to achieve sustainable growth.

Core Principles

• Proactive Initiatives: Investing in client education, thought leadership within the industry, and innovative solutions to meet client needs.
• Reactive Excellence: Maintaining compliance and quality standards to build trust and reliability.
• Integration: Bridging operational and strategic activities to ensure a seamless client experience.

Implementation

Through systematic training and encouraging team collaboration, firms can effectively integrate proactive and reactive strategies.

From Individual Rainmakers to Collective Activation

The Activator profile marks the evolution of the Rainmaker concept. It emphasizes cultivating team behaviors instead of relying on exceptional individuals. By embedding proactive engagement, deep networking, and value creation into organizational strategies, firms can thrive in a market where traditional loyalty is no longer guaranteed.

Want to Learn More?

• Baker, J. D. (2022). The Evolution of Professional Services. Journal of Business Strategy, 39(4), 45–58.
• Dixon, M., McKenna, T., Channer, R., & Freeman, K. (2023). What Today’s Rainmakers Do Differently. Harvard Business Review, November-December Issue.
• Johnson, S. M. (2023). Organizational DNA in Professional Services. Strategic Management Journal, 44(2), 112–134.
• Smith, R. K., & Brown, T. A. (2023). Collective Intelligence in Professional Services. Academy of Management Review, 48(3), 401–422.
• Wilson, P. (2022). The Future of Business Development. Professional Services Management Journal, 33(1), 78–92.

It’s not just about the technical aspects or the rational steps you follow; it’s about the attitude and intention with which you enter into every interaction. Customer relationships are like engines: they require not only a good start, but also constant maintenance and attention to keep them running smoothly.

The journey from meeting to collaboration: bends, bumps and new horizons.

Every customer relationship starts with a first meeting. Maybe a potential customer reads an article about your company, you meet at a networking meeting, or your name comes up on social media.

This moment is like starting an engine: it provides energy and momentum, but it is only the beginning of the journey. What follows can develop into something much bigger: a long-term, valuable collaboration. But just like maintaining a motorcycle, that first contact is just the start.
The real challenge lies in what comes next. How do you ensure that this meeting does not remain just a fleeting moment? How do you further build on that relationship and ensure that you are not just seen as a supplier, but as a partner?

This requires constant attention, the ability to overcome obstacles, and the ability to see opportunities where others may miss them.
Just like driving a winding road full of bends and bumps, every phase of the customer relationship requires adaptability and insight. It’s about not only reacting to what’s in front of you, but also proactively anticipating what’s to come. The goal is not simply to reach the final destination, but to discover new horizons together with the customer.

Time, Trust and Supply: Navigating Bends, Bumps and New Horizons

During every phase of the journey towards a successful customer relationship, three factors play a crucial role: time, trust, and offer. These elements help you navigate the bends and bumps along the way, while also paving the way to new opportunities and horizons.

• Time: Like the right timing during a bend in the road. You have to know exactly when to act in order to continue driving smoothly. Imagine that a customer shows interest: if you respond quickly and adequately to their question, you give them the confidence that they will be heard and taken seriously. But if you are late or do not respond properly to their needs, that opportunity can simply disappear, just as you can go off track if you do not steer in time.
• Trust: Is the oil that keeps everything running smoothly, regardless of the bumps along the way. It builds up slowly, but is as indispensable as maintenance on an engine. Customers want to know they can count on you, especially when unexpected challenges arise. Trust acts as insurance against uncertainties, making customers feel comfortable moving forward even when the road gets bumpy.
• Offer: Is your unique value proposition: it is not just what you sell, but how well your solution fits what the customer needs. Just like a motorcycle that is perfectly tuned for the terrain it rides on, a customer wants to feel like your service is tailor-made for them. They need to feel that you understand their needs and are responding to them — that your offering is helping them reach new horizons.

Overcoming Obstacles: The Bumps in the Road

Just like on a long drive, there may be obstacles along the way that prevent the relationship from always running smoothly. These bumps can slow or even temporarily stop progress:

• Existing ties with other suppliers can be strong, like an old familiar route that is difficult to abandon. If a customer has been working happily with another company for years, it can be difficult to convince them to switch to your offering. This requires patience and the ability to communicate new benefits.
• Risks can make customers hesitant, just like sharp turns on the road. Customers do not want to take big risks, especially if they doubt the reliability of your offer or are afraid of negative consequences of a collaboration. It is up to you to remove these risks by building trust and providing clarity about what they can expect from you.
• Image also plays a big role in how smoothly the trip goes. A positive image can open doors and help customers overcome obstacles; people want to work with companies that have a good reputation. But negative stories about your business can cause customers to hesitate or even drop out entirely — as if they suddenly decide to take a different route.

Moore Audit: developing customer relationships ‘beyond compliance’

A company that has mastered this journey extremely well is Moore Audit, led by Johan Van Mieghem. Moore Audit has positioned itself as a leader in its market, not only responding reactively to existing customer needs, but also proactively creating new opportunities by identifying future needs early.

Moore Audit is all about constantly improving their approach to developing and maintaining customer relationships. They understand that success is not just about meeting rules or standards; it’s about offering real value to customers and helping them grow at every stage of their development. An important tool for this is their innovative contact plate, which has been developed to identify, highlight and take action on both reactive and proactive contact moments with customers.

This tool helps Moore Audit look beyond traditional transactional services and find moments where they can add extra value — times when customers may not even realize they need help.

This enables Moore Audit to create targeted contact moments that go beyond simply responding to customer questions or problems. It helps them to actively think along with their customers and share valuable insights before the customer even realizes that a need exists.

Just as with Zen and the Art of Motorcycle Maintenance, where Pirsig emphasizes that maintenance is more than just technical actions – it is about attention to detail and commitment – ​​this also applies to customer relationships. It is about consciously looking for moments when you can add value, even when the customer has not yet explicitly requested it.

Maintaining relationships: it remains hard work.

Initiating a relationship is one thing; maintaining it is just as important — and often even more challenging. Just like with the maintenance of a motorcycle, you must regularly check whether everything is still running smoothly.

A relationship once established requires constant attention and care to remain strong. Customers change, just as their needs change. What works today may be outdated tomorrow.

That’s why Moore Audit continues to invest to ensure that they are always there for their clients — not only when problems arise, but also when new opportunities arise that clients have not yet seen.

Maintaining relationships also means keeping in regular contact without always trying to sell something. Sometimes it is simply about listening to what is going on with the customer or informing them about new developments that may be relevant to them.

Ready for Growth?

Developing and maintaining strong customer relationships therefore requires more than just offering good products or services; it requires an understanding of timing, trust and the ability to remove obstacles such as existing ties or risks.

Are you ready to take your business to the next level? Break through fixed patterns and discover what innovative strategies like those at Moore Audit can mean for your growing company.

References

1. Pirsig, R.M., (1974). Zen and the Art of Motorcycle Maintenance: An Inquiry into Values. HarperTorch.
2. Edvardsson, B., Gustafsson, A., Johnson M.D., & Sandén B., (2000). New Service Development and Innovation in the New Economy. Lund: Studentlitteratur
3. Edvardsson, B., & Enquist B., (2009). Values-Based Service for Sustainable Business: Lessons from IKEA. London: Routledge.
4. Christensen, C.M., Hall T., Dillon K., & Duncan D.S., (2016). Competing Against Luck: The Story of Innovation and Customer Choice. Harper Business.
5. Grönroos, C., (2011). Service Management and Marketing: Managing the Service Profit Logic. Wiley.
6. Levitt, T., (1983). The Marketing Imagination. Free Press.
7. Kotler, P., & Keller K.L., (2016). Marketing Management (15th ed.). Pearson Education.

Although these approaches may seem contradictory at first glance, the real challenge for companies like CSC-Industries, a leading European manufacturer and pioneer of self-storage facilities, lies in mastering this paradox. Thanks to a focus on partnerships, customer satisfaction, and innovation, CSC-Industries has achieved impressive growth over the past five years, quadrupling its revenue.

Product-Dominant Logic (PDL) versus Service-Dominant Logic (SDL): A Necessary Paradox

The evolution from Product-Dominant Logic (PDL) to Service-Dominant Logic (SDL) marks a significant shift in the business world, driven by changing market dynamics and customer needs. Traditionally, many companies, including CSC-Industries in the self-storage market, have grown through a PDL approach. This approach emphasizes optimizing products, processes, and costs, with a transactional sales strategy focused on efficiently closing deals by highlighting product features and price advantages.

However, the market demands a more customer-centric approach. This has led to a shift toward SDL, where companies like CSC-Industries focus on creating value through deeper customer engagement. In this approach, products are no longer seen as end solutions but as tools that generate value in collaboration with the customer. For CSC-Industries, this implies a transition to offering storage solutions that meet the specific needs of each customer.

This transformation is driven by a complex interplay of factors, including changing customer needs, increasing competition, and technological advancements. The growing service economy and the realization that sustainable customer relationships are essential for long-term success have prompted companies to shift their focus from pure product sales to offering integrated solutions.
The SDL approach recognizes that value is not only embedded in the product itself but is created in collaboration and contact with the customer. This shift requires a reorientation in how companies approach sales.

Relational Value: A Fundamental Difference Between PDL and SDL

In Product-Dominant Logic (PDL), the relationship with the customer is rather superficial and transaction-oriented. While there may be some degree of personal knowledge about the customer, such as hobbies or preferences, the primary focus remains on the product and the transaction.

For CSC-Industries, this meant that past interactions with customers were mainly focused on selling and implementing storage solutions. The relationship was, at best, more ‘amicable’ in nature, but the focus remained on the transaction.

In Service-Dominant Logic (SDL), on the other hand, the relationship goes much deeper and extends beyond just the transaction. This approach recognizes that value is not only in the product itself but is created through its use in the specific context of the customer.
This SDL approach requires a thorough exploration of the customer’s context, where CSC-Industries delves into the customer’s growth strategy, challenges, and ‘job-to-be-done.’ The goal is no longer just to sell a product but to co-create value by providing solutions that align with the customer’s broader objectives.

The relationship evolves from a one-time transaction to a collaboration in which both parties co-create value, leading to stronger customer relationships, higher customer satisfaction, and ultimately more sustainable growth for CSC-Industries.

The Paradox of Growth: Using Both/And Approaches for Success

The paradox of commercial growth for CSC-Industries lies in the need to integrate both PDL and SDL. In a market where quick transactions and personal relationships go hand in hand, it is essential that the company can switch between these two approaches depending on the situation.

CSC-Industries applies this by alternating between transactional criteria, such as available space, safety requirements, existing plans, and financing, with an in-depth exploration of the customer’s motives, ambitions, and challenges in an initial conversation. This hybrid approach allows the salesperson to arrive at a concrete proposal from the first conversation and add value to the relationship.

Knowledge Broker: Strategic Differentiation Through Expertise

CSC-Industries is increasingly positioning itself as a ‘Knowledge Broker’ in the future. Sharing and leveraging market insights on trends in the storage sector and knowledge of best practices offers additional value, making CSC-Industries a valuable partner for the customer rather than just a supplier of storage solutions.

Embrace the Paradox of Commercial Growth

Embracing the paradox of commercial growth helps companies like CSC-Industries switch between transactional and relational sales strategies to achieve sustainable growth.

References

Bettencourt, L.A., Lusch, R.F., & Vargo, S.L. (2014). A service lens on value creation: Marketing’s role in achieving strategic advantage. California Management Review, 57(1), 44-66.
Christensen, C.M., Hall, T., Dillon, K., & Duncan, D.S. (2016). Know your customers’ “jobs to be done”. Harvard Business Review, 94(9), 54-62.
Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: A social construction approach. Journal of the Academy of Marketing Science, 39(2), 327-339.
Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133-150.
Lusch, R.F., & Vargo, S.L. (2014). Service-dominant logic: Premises, perspectives, possibilities. Cambridge: Cambridge University Press.
Payne, A.F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Prahalad, C.K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Tuli, K.R., Kohli, A.K., & Bharadwaj, S.G. (2007). Rethinking customer solutions: From product bundles to relational processes. Journal of Marketing, 71(3), 1-17.
Vargo, S.L., & Lusch, R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Vargo, S.L., & Lusch, R.F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23.

The Essence of Customer Leadership

Customer Leadership goes beyond mere customer orientation; it is a fundamental aspect of successful business operations. Moenaert and Robben (2022) define customer leadership as “the ability to create value for customers and translate this value into business success.” It places the customer at the center of all decision-making and business activities.

Strategic Focus and Value Creation

Customer Leadership requires a clear strategic focus on creating value for both the customer and the organization. This means that SMEs must align their core values and principles with customer needs. Organizations must constantly reconsider and renew their “business license”—their right to exist in the eyes of the customer (Treacy & Wiersema, 1993).

The Market as Arena

In Customer Leadership, the market is seen as a dynamic arena in which companies must compete for customer attention and loyalty. This requires a deep understanding of competitors, trends, and changing customer needs. SMEs must not only innovate but also strategically respond to changes in the market (Day & Moorman, 2010).

Customer Leadership and Paradoxes

Effectively implementing customer leadership requires the ability to navigate and embrace inherent paradoxes. Based on the work of Wendy Smith and other leading researchers, we identify five crucial paradoxes for organizations striving for customer leadership:

1. Exploration vs. Exploitation

Paradox: How can SMEs optimize (exploit) existing customer relationships and products/services while simultaneously innovating and exploring new market opportunities?
Example: A small software developer struggled with the choice between improving existing products for current customers or developing new, innovative solutions to attract new customers.
Embracing the paradox: The company implemented an “80/20” strategy.
80% of resources were devoted to improving and maintaining existing products, while 20% were set aside for innovation and exploring new opportunities.
This enabled them to both keep current customers happy and exploit new market opportunities.

2. Short-term Results vs.Long-term Relationships

Paradox: How do SMEs balance the pressure for immediate financial results with the need to build lasting customer relationships?
Example: A local retailer had to decide between aggressive short-term promotions to increase sales or investing in customer loyalty programs that create more long-term value. Embracing the paradox: The retailer developed a hybrid approach that paired short-term promotions with a loyalty program.
Customers received immediate discounts, but were also rewarded for repeat purchases. This resulted in both immediate sales growth and increased long-term customer loyalty.

3. Standardization vs. Personalization

Paradox: How can SMEs maintain efficient, scalable processes while providing personalized customer experiences?
Example: A craft furniture maker struggled with maintaining unique, custom designs while also needing more standardized manufacturing processes to grow.
Embracing the paradox: The furniture maker implemented a modular design system. Customers could assemble their furniture from a set of standard elements, which allowed for efficiency in production, while the end result was still unique and personalized for each customer.

4. Control vs. Flexibility

Paradox: How do SMEs strike a balance between maintaining control over their processes and providing flexibility to respond quickly to changing customer needs?
Example: A marketing agency wanted to implement strict project management processes, but also remain flexible to accommodate last-minute client needs.
Embracing the paradox: The agency implemented an “agile” project management methodology. This provided a structured framework for projects, but with built-in flexibility for change.
Regular check-ins with clients allowed the agency to respond quickly to changing needs without losing the overall project structure.

5. Stability vs. Change

Paradox: How do SMEs strike a balance between keeping what works (stability) and adapting to changing market conditions and customer preferences (change)?
Example: A family-owned restaurant business struggled to maintain traditional dishes that regulars appreciate, while there was also pressure to innovate and follow new culinary trends to attract new customers.
Embracing the paradox: The restaurant introduced a “fusion” menu that combined classic dishes with modern twists. This retained the essence of their traditional offerings while also allowing for innovation and attracting a new generation of customers. By recognizing and embracing these paradoxes, SMEs can develop a more holistic approach to customer leadership. It involves cultivating a “both/and” mentality rather than an “either/or” approach. This allows organizations to remain flexible, innovative and, at the same time, build strong, long-term customer relationships. Moenaert and Robben’s (2022) work in “The Customer Leader” offers additional insights into how SMEs can navigate these paradoxes through their Customer Leader Canvas. This canvas helps companies define value, analyze their competitive arena, develop a winning value proposition and build a customer-centric organization.

The Role of the Entrepreneur

Prof. Steven Poelmans, an expert in neuroscience and leadership, offers valuable insights into how leaders can navigate these paradoxes. In his book “Paradoxes of Leadership” (2020), Steven Poelmans emphasizes the importance of “brain flexibility” and “brain resilience” in dealing with paradoxes in leadership. He argues that effective leaders must be able to quickly switch between different ways of thinking (brain flexibility) and recover quickly from cognitive overload or emotional turbulence (brain resilience). These skills are crucial for successfully implementing Customer Leadership in a complex, rapidly changing environment.

• Adaptation to Customer Needs: Quickly switch between different customer perspectives to provide personalized solutions.
• Balancing Short- and Long-Term Focus: Flexibly navigate between immediate customer satisfaction and long-term relationship building.
• Innovation vs. Stability: Creative thinking for new client solutions while maintaining existing successful practices.

Brain Resilience in Customer Leadership Challenges Brain resilience, the ability to recover quickly from cognitive overload or emotional turbulence, is crucial for entrepreneurs in customer leadership situations:

• Dealing with Customer Feedback: Quickly recover from negative customer interactions to remain objective in decision making.
• Adapting to Market Changes: Remaining resilient in the face of rapid changes in customer preferences or market conditions.
• Balancing Stakeholder Interests: Remaining emotionally stable when navigating between the interests of customers, employees and investors.

By combining these principles with embracing paradoxes, SME leaders can create a path to sustainable growth, increased customer satisfaction and a strong competitive advantage in an ever-changing market environment.

References

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Day, G. S., & Moorman, C. (2010). Strategy from the outside in: Profiting from customer value. McGraw Hill Professional.
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Moenaert, R., & Robben, H. (2022). The Customer Leader: A New Model for Creating Growth and Value. Kogan Page Publishers.
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