Cockpit conversations

Choosing Means Losing – Or Actually Winning?

What struck me immediately about Nicolas was his uncompromising focus. FiftyFivePlus is there for people aged 55 and over, period. Not for those in their forties, not for younger people. That choice takes courage. In a market where everyone wants to serve “everyone,” Nicolas deliberately chose a niche that is often overlooked. He explained how challenging it can be to say no to projects outside his target group, but how that clarity actually builds trust—both with clients and with the target audience itself.

His approach confirmed something I increasingly see among entrepreneurs: those who try to be everything to everyone, ultimately become important to no one. A sharp choice is not a limitation, but a lever. It forces you to focus your offering, communication, and energy on the people you truly want to reach.

Keep Talking When Times Are Tough

Nicolas shared a second insight that stuck with me: communication is not a fairweather friend. Especially when the economy is tough, when the market is uncertain, he keeps actively calling and engaging in conversations. Not to push, but to listen and maintain relationships. It’s an approach that may seem old-fashioned, but in practice, it makes all the difference—especially for his audience, who value personal contact.

This reminds me of the story of Euristiq from the WAW series: a Ukrainian software company that, during the war, consciously continued to invest in human contact and proactive outreach, even from bomb shelters. There too, it became clear: you don’t build trust with newsletters, but by truly being there—especially when others fall silent.

Experience as Undervalued Capital

What connected us in the conversation was a belief in experience. In a world often obsessed with young talent, Nicolas recognizes the power of people with a backpack full of life lessons. Those over 55 have learned to choose, to put things in perspective, to fail, and to get back up. That wisdom is not a burden, but an indispensable asset for companies that want to grow with impact.

This touches on a broader trend: experience as capital. Not as nostalgia, but as a source of resilience and focus. In turbulent times, it’s often the seasoned professionals who make the difference—precisely because they know that staying on course starts with daring to choose.

The Cockpit Metaphor: Entrepreneurship Is Navigation

What I take away from this encounter—and from the stories in the WAW series—is that entrepreneurship is, above all, about navigation. You’re at the controls, but the route is rarely straightforward. Choosing a direction takes courage. Continuing to communicate takes discipline. And experience is the compass that helps you adjust course when the storm hits.

These are universal lessons, but they gain extra meaning when you hear them from entrepreneurs who have lived them. Whether it’s a start-up in business coaching or a platform for senior talent: the common thread remains the same. Dare to choose. Keep the conversation going. And see experience not as something from yesterday, but as fuel for tomorrow.

From Automotive to Ecosystem: Daring to Choose and Thoroughly Research

After more than fifteen years in the automotive sector, Artan feels his personal growth has stalled. Instead of clinging to security, he chooses to follow his passion: connecting Kosovo and the Netherlands in business. Notably, he doesn’t immediately search for the first client, but invests six months in thorough market research. Without calling it that, he applies the Jobs-to-be-Done methodology by Christensen: he does not start from a product or service, but investigates what progress (“jobs”) companies in the Netherlands and Kosovo truly want to make, what pains they experience, and what gains they are looking for. Only when those underlying needs are clear does he develop his offer and build his ecosystem. For salespeople, this is an essential lesson: start from your customer’s real need, not from your own solution.

Building Relationships According to the Business Relationship Development Model by Edvardsson

Artan’s approach closely resembles the Business Relationship Development Model by Edvardsson, which describes how prospects go through three phases: from unknown, to recognized, to desired. By first investing in market research and building trust—with governments, local partners, and businesses—he positions Business Match Kosovo as a reliable link in the international ecosystem. His journey shows that sustainable growth starts with laying a strong foundation, not with quick deals. For salespeople too: relationships develop in stages, and each phase requires a different approach.

Entrepreneurial Selling According to Deutsch & Wortmann: Co-creating Value and Being of Service

What makes Artan unique is his ability to continuously co-create value with his clients, a core principle of Entrepreneurial Selling as described by Deutsch and Wortmann. He doesn’t sell off-the-shelf solutions but listens, connects, and builds long-term partnerships. His business model—with fixed fees, staff leasing, and subscriptions—is flexible and always focused on reciprocity and transparency. Service and clear boundaries go hand in hand for him: he manages a maximum of five projects at a time to guarantee quality and focus. For sales professionals: this is the difference between selling and truly helping.

Lean Startup According to Ries: Experimenting, Learning, Scaling

Business Match Kosovo is a textbook example of the Lean Startup methodology by Ries. Artan starts small, tests his concept in different sectors, learns from each project, and continuously refines his proposition. He optimizes his processes and builds an ecosystem that can easily be replicated in other countries. His growth ambition is not about rapid staff expansion, but about further refining the model and expanding through partnerships. For salespeople too: dare to experiment, learn from every conversation, and constantly fine-tune your approach.

Practical Lessons from Business Match Kosovo

• Give yourself time to research before you jump. Sustainable success begins with a deep understanding of the market and your customer’s real job-to-be-done.
• Invest in relationships and ecosystems, not just transactions. Trust and collaboration are the foundation for growth.
• Be of service, but guard your boundaries. Quality over quantity leads to lasting impact.
• Keep learning and adjusting. Every new client or sector is a chance to refine your approach.
• Dare to choose differently than the masses. Courage is not just in jumping, but in choosing a well-thought-out, personal path.
• For salespeople: Put your customer at the center, dare to ask questions, and don’t be afraid to rethink your own approach.

The Power of the Matchmaker

Katrien Daems’ role as matchmaker underlines the importance of quality introductions and trust. Thanks to her, the first contact takes place, which is the beginning of a fruitful conversation and potentially a collaboration. This highlights that business development is not only about strategy, but also about people willing to help each other grow.

Models and Paradoxical Thinking: Inspiration, Chaos, and Structure

The success of Artan and Business Match Kosovo reveals a fascinating paradox every entrepreneur and salesperson will recognize: the tension between intuitive action and following structured models. Intuition often acts as a source of inspiration—it gives energy, enables quick switching, allows you to change your mind, get lost, and move forward again. Artan’s entrepreneurship begins exactly there: listening to his gut, experimenting, adjusting, and occasionally losing his way. Only in hindsight do the ‘dots’ connect and does each chaotic moment reveal its place in the bigger picture.

At the same time, models such as Jobs-to-be-Done (Christensen), the Business Relationship Development Model (Edvardsson), Entrepreneurial Selling (Deutsch & Wortmann), and Lean Startup (Ries) offer a kind of linear predictability.
They start from steps, assumptions, and logical sequences toward growth and success. They are valuable because they provide grip, introduce structure, and help avoid reinventing the wheel every time.
But it’s not an either-or story: both work—intuition and models—and their power lies in the combination. The real art is in blending the inspiration and chaos of intuition with the direction and clarity of models. That’s how sustainable business development and sales emerge—both creative and effective.

References

Christensen, C.M., Hall, T., Dillon, K., & Duncan, D.S. 2016. Competing Against Luck: The Story of Innovation and Customer Choice. HarperBusiness.
Edvardsson, B., Holmlund, M., & Strandvik, T. 2008. “Initiation of business relationships in service-dominant settings.” Industrial Marketing Management, 37(3): 339–350.
Blank, S. 2005. The Four Steps to the Epiphany: Successful Strategies for Products that Win. Cafepress.com.

Chetty, S. K., & Holm, D. 2000. “Internationalisation of small and medium-sized manufacturing firms: A network approach.” International Business Review, 9(1): 77–93.

Coviello, N. E., & Munro, H. J. 1995. “Growing the entrepreneurial firm: Networking for international market development.” European Journal of Marketing, 29(7): 49–61.

Granovetter, M. 1985. “Economic action and social structure: The problem of embeddedness.” American Journal of Sociology, 91(3): 481–510.

Håkansson, H., & Snehota, I. 1995. Developing Relationships in Business Networks. Routledge.

Moenaert, R., & Robben, H. 2022. The Customer Leader: A New Model for Creating Growth and Value. Kogan Page.
Ulaga, W., & Eggert, A. 2006. “Relationship value in business-to-business markets: The construct and its dimensions.” Journal of Business-to-Business Marketing, 13(2): 73–99.

Working Amidst Uncertainty

In the first weeks after the invasion, it quickly became clear that our priorities had to shift. The uncertainty was immense: would clients still trust us? Would they work with a company based in a war zone? That doubt pushed us to the limit. My team and I often worked 10 to 12 hours a day to prove that we were reliable despite the circumstances. From bomb shelters and makeshift workspaces, we remained operational, determined to provide our clients with the service they had come to expect from us.

Changing Our Business Development Strategy

Before the war, Ukraine’s IT sector was thriving. We received many inbound requests via LinkedIn and our website. But by late 2021, geopolitical tensions were already slowing the market. When the war broke out, passive waiting was no longer an option. We had to take control ourselves.

We switched to a proactive outreach strategy, actively engaging with clients and building networks through conferences and personal meetings. Face-to-face encounters proved to be crucial: clients wanted to see and hear that we were still operational and that working with us did not pose a risk.

Opportunities in Times of Crisis

Unexpectedly, the war also presented a paradoxical opportunity. About 90% of our new clients during this period had some affinity with Ukraine – they saw working with us not just as a business decision but also as an act of support. Our technical expertise and resilience were recognized and valued.

One example that stands out is an American client who had hesitated for nearly a year about working with us. In March 2022, in the midst of the war, they finally took the step and signed the contract. The trust we had built paid off.

Cultural Differences in Business Development

In crisis situations, cultural differences become more pronounced. In Europe, particularly in Scandinavia, trust-building is a slow process, but once established, it leads to long-term relationships. Americans, on the other hand, make quicker decisions and are willing to take risks – but if results disappoint, they can disengage just as quickly.

This insight helped us adapt our approach to different markets. We learned to be patient with European clients and to conduct fast, convincing conversations with American partners.

The Power of Conferences

Despite the risks, I continued attending conferences, including the Nordic Business Forum. Being present in person gave us a unique opportunity to build trust and dispel skepticism about doing business with a Ukrainian company. Not everyone was immediately ready to collaborate, but the conversations held there laid the foundation for future deals.

What Does Courage in Leadership Mean?

Courageous leaders dare to admit they don’t have all the answers. They acknowledge uncertainty but continue seeking solutions together with their teams. I remember a client who expanded their business in the early months of the war. Their confidence and strategic risks inspired us immensely.

Leadership is not about infallibility; it is about honesty, resilience, and trust in your team.

My Message to Business Development Professionals

Every crisis is an opportunity. It forces you to think differently, become stronger, and build deeper connections with clients. Business is not a transaction – it is a relationship. People work with people, not just with companies.

The concept of anti-fragility is particularly relevant here. Just as a tree grows stronger after pruning, businesses can grow by overcoming setbacks. The war has not only tested us but also shaped us into a more resilient, innovative company.

What the future holds, no one knows. But what I do know is that we will keep moving forward. Not despite the crisis, but because of the lessons we have learned from it.

Euristiq

Euristiq is an innovative software development company based in Lviv, Ukraine, specializing in digital transformation and custom software solutions for businesses with global impact. As an AWS partner and ISO 27001-certified provider, Euristiq has been helping clients since 2016 to digitize operations, modernize technology, and transform business processes, delivering high-quality technical solutions for complex challenges across various industries.