Market Strategy

Market Strategy

Run a 90-Minute Market Reality Check

Andrew Penny, March 3 2026

If you’ve ever been fly fishing, you know this. A slight change in temperature. A subtle shift in light. A minor change in water level. And suddenly the fish stop biting. The fly that worked beautifully an hour ago is now completely ignored. The fish haven’t disappeared. They haven’t become irrational. They’re simply responding to their...

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Market Strategy

5 Things to Know about Forecasting

Andrew Penny, February 3 2026

It’s that time of year again.Spreadsheets are open. Fingers are crossed. People are hard at work forecasting next year’s revenue. Too often, I see a number plucked from the air. "Let’s try and hit $10 million this year!" Unfortunately, that $10 million can look very different depending on how you measure

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Market Strategy

2026: Shift Gears and Move Forward

Andrew Penny, January 6 2026

Back in December, I asked you to think about your big priorities for 2026 - the ones that matter, the ones that keep getting pushed down the list. Now here we are.  First full week of the year. Clean calendar. Blank page. Green light. For a lot of CEOs we work with, the answer isn’t new ideas.  It’s old ones - important initiatives that have been...

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Market Strategy

Big Ambitions for 2026? Let’s Make Them Real

Andrew Penny, December 23 2025

'Twas the week before Christmas, and all through the land,CEOs were regrouping, strategy in hand.They'd dodged rising tariffs and tech that moved fast,Now wondering which plans would actually last… It’s that time of year! The pace slows. The calendar clears. And somewhere between the last meeting and the first glass of eggnog, your mind drifts...

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Market Strategy

Most Go To Market Problems Don’t Start in Sales and Marketing

Andrew Penny, October 7 2025

I taught skiing on weekends for almost 40 years and one of the most powerful skills I developed was what is called ‘Detection and Correction”.  It’s the skill of identifying the symptom and then determining the root cause. Inexperienced instructors can spot the symptom—but rarely identify the root cause. A student may be skiing without flexing...

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Market Strategy

Who are YOU selling to? … Anyone with a pulse and money!

Andrew Penny, September 9 2025

Often, when I examine a company’s approach to sales, they want to dive right into fixing the symptoms. They want to discuss MQL, SQL, Conversion ratios, average contract value, and so on. Where I want to start is with strategy: How have you defined your perfect prospect? What are the problems that you might solve for them? What are the...

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Market Strategy

Message Decay

Andrew Penny, August 12 2025

Sometimes, the cause of falling revenue is obvious – a major client fails, a sales channel quits, input costs increase, a new competitor enters your market. But more often, the cause is really hard to pin down and it can be really frustrating. Far too often we leap to price (our competitor is undercutting us), or sales effort (let’s have a sales...

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Market Strategy

The Scale Up Gap(TM)

Andrew Penny, July 29 2025

Businesses survive and thrive for all sorts of reasons. Many of which are outside of our control. But many of them aren’t. There are strikingly few barriers to starting a business and consequently all sorts of dumb ideas, poorly executed, are attempted. As a result, only 10% of startups actually get into the

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Market Strategy

This Seemed Like a Good Idea at the Time

Andrew Penny, July 15 2025

With some trepidation you strip down to the basics and attach the required ankle tracker. You have made a foolhardy(?) decision to go ahead with the venture. Physically you are committed. Mentally – not so sure. You shuffle forward to the end of the dock. The man says, “The timer starts when you step on the

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Market Strategy

A Little Bit of Canada in My Life!

Andrew Penny, July 1 2025

For those who celebrate it – Happy Canada Day!  Even if you are not fortunate enough to be a Canadian citizen, do feel free to celebrate the very fact of Canada. In many ways the world could use a bit more Canada just now. Here in Canada, we have muddled along quite well for the last 157 years managing to avoid too much controversy and minding...

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