Insights: Connecting What’s Next to Opportunities Right Now

For over 16 years, I’ve been challenging the notion that success in business is about predicting the future. Instead, my work focuses on a more powerful approach: mastering the present.

The Unfair Advantage: 7 Elite Strategies Smart B2B Brands Use to Win

In the rapidly evolving landscape of B2B marketing, too many brands waste time lamenting about market saturation, algorithmic changes, or shifting buyer behaviors. At Zen

November 4, 2024

img:is([sizes="auto"i],[sizes^="auto,"i]){contain-intrinsic-size:3000px 1500px}:root{--wp--preset--aspect-ratio--square: 1;--wp--preset--aspect-ratio--4-3: 4/3;--wp--preset--aspect-ratio--3-4: 3/4;--wp--preset--aspect-ratio--3-2: 3/2;--wp--preset--aspect-ratio--2-3: 2/3;--wp--preset--aspect-ratio--16-9: 16/9;--wp--preset--aspect-ratio--9-16: 9/16;--wp--preset--color--black: #000000;--wp--preset--color--cyan-bluish-gray: #abb8c3;--wp--preset--color--white: #ffffff;--wp--preset--color--pale-pink: #f78da7;--wp--preset--color--vivid-red: #cf2e2e;--wp--preset--color--luminous-vivid-orange: #ff6900;--wp--preset--color--luminous-vivid-amber: #fcb900;--wp--preset--color--light-green-cyan: #7bdcb5;--wp--preset--color--vivid-green-cyan: #00d084;--wp--preset--color--pale-cyan-blue: #8ed1fc;--wp--preset--color--vivid-cyan-blue: #0693e3;--wp--preset--color--vivid-purple: #9b51e0;--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple: linear-gradient(135deg,rgba(6,147,227,1) 0%,rgb(155,81,224) 100%);--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan: linear-gradient(135deg,rgb(122,220,180) 0%,rgb(0,208,130) 100%);--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange: linear-gradient(135deg,rgba(252,185,0,1) 0%,rgba(255,105,0,1) 100%);--wp--preset--gradient--luminous-vivid-orange-to-vivid-red: linear-gradient(135deg,rgba(255,105,0,1) 0%,rgb(207,46,46) 100%);--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray: linear-gradient(135deg,rgb(238,238,238) 0%,rgb(169,184,195) 100%);--wp--preset--gradient--cool-to-warm-spectrum: linear-gradient(135deg,rgb(74,234,220) 0%,rgb(151,120,209) 20%,rgb(207,42,186) 40%,rgb(238,44,130) 60%,rgb(251,105,98) 80%,rgb(254,248,76) 100%);--wp--preset--gradient--blush-light-purple: linear-gradient(135deg,rgb(255,206,236) 0%,rgb(152,150,240) 100%);--wp--preset--gradient--blush-bordeaux: linear-gradient(135deg,rgb(254,205,165) 0%,rgb(254,45,45) 50%,rgb(107,0,62) 100%);--wp--preset--gradient--luminous-dusk: linear-gradient(135deg,rgb(255,203,112) 0%,rgb(199,81,192) 50%,rgb(65,88,208) 100%);--wp--preset--gradient--pale-ocean: linear-gradient(135deg,rgb(255,245,203) 0%,rgb(182,227,212) 50%,rgb(51,167,181) 100%);--wp--preset--gradient--electric-grass: linear-gradient(135deg,rgb(202,248,128) 0%,rgb(113,206,126) 100%);--wp--preset--gradient--midnight: linear-gradient(135deg,rgb(2,3,129) 0%,rgb(40,116,252) 100%);--wp--preset--font-size--small: 13px;--wp--preset--font-size--medium: 20px;--wp--preset--font-size--large: 36px;--wp--preset--font-size--x-large: 42px;--wp--preset--spacing--20: 0.44rem;--wp--preset--spacing--30: 0.67rem;--wp--preset--spacing--40: 1rem;--wp--preset--spacing--50: 1.5rem;--wp--preset--spacing--60: 2.25rem;--wp--preset--spacing--70: 3.38rem;--wp--preset--spacing--80: 5.06rem;--wp--preset--shadow--natural: 6px 6px 9px rgba(0, 0, 0, 0.2);--wp--preset--shadow--deep: 12px 12px 50px rgba(0, 0, 0, 0.4);--wp--preset--shadow--sharp: 6px 6px 0px rgba(0, 0, 0, 0.2);--wp--preset--shadow--outlined: 6px 6px 0px -3px rgba(255, 255, 255, 1), 6px 6px rgba(0, 0, 0, 1);--wp--preset--shadow--crisp: 6px 6px 0px rgba(0, 0, 0, 1)}:root{--wp--style--global--content-size: 800px;--wp--style--global--wide-size: 1200px}:where(body){margin:0}.wp-site-blocks>.alignleft{float:left;margin-right:2em}.wp-site-blocks>.alignright{float:right;margin-left:2em}.wp-site-blocks>.aligncenter{justify-content:center;margin-left:auto;margin-right:auto}:where(.wp-site-blocks)>*{margin-block-start:24px;margin-block-end:0}:where(.wp-site-blocks)>:first-child{margin-block-start:0}:where(.wp-site-blocks)>:last-child{margin-block-end:0}:root{--wp--style--block-gap: 24px}:root :where(.is-layout-flow)>:first-child{margin-block-start:0}:root :where(.is-layout-flow)>:last-child{margin-block-end:0}:root :where(.is-layout-flow)>*{margin-block-start:24px;margin-block-end:0}:root :where(.is-layout-constrained)>:first-child{margin-block-start:0}:root :where(.is-layout-constrained)>:last-child{margin-block-end:0}:root :where(.is-layout-constrained)>*{margin-block-start:24px;margin-block-end:0}:root :where(.is-layout-flex){gap:24px}:root :where(.is-layout-grid){gap:24px}.is-layout-flow>.alignleft{float:left;margin-inline-start:0;margin-inline-end:2em}.is-layout-flow>.alignright{float:right;margin-inline-start:2em;margin-inline-end:0}.is-layout-flow>.aligncenter{margin-left:auto!important;margin-right:auto!important}.is-layout-constrained>.alignleft{float:left;margin-inline-start:0;margin-inline-end:2em}.is-layout-constrained>.alignright{float:right;margin-inline-start:2em;margin-inline-end:0}.is-layout-constrained>.aligncenter{margin-left:auto!important;margin-right:auto!important}.is-layout-constrained>:where(:not(.alignleft):not(.alignright):not(.alignfull)){max-width:var(--wp--style--global--content-size);margin-left:auto!important;margin-right:auto!important}.is-layout-constrained>.alignwide{max-width:var(--wp--style--global--wide-size)}body .is-layout-flex{display:flex}.is-layout-flex{flex-wrap:wrap;align-items:center}.is-layout-flex>:is(*,div){margin:0}body .is-layout-grid{display:grid}.is-layout-grid>:is(*,div){margin:0}body{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px}a:where(:not(.wp-element-button)){text-decoration:underline}:root :where(.wp-element-button,.wp-block-button__link){background-color:#32373c;border-width:0;color:#fff;font-family:inherit;font-size:inherit;line-height:inherit;padding:calc(0.667em + 2px) calc(1.333em + 2px);text-decoration:none}.has-black-color{color:var(--wp--preset--color--black)!important}.has-cyan-bluish-gray-color{color:var(--wp--preset--color--cyan-bluish-gray)!important}.has-white-color{color:var(--wp--preset--color--white)!important}.has-pale-pink-color{color:var(--wp--preset--color--pale-pink)!important}.has-vivid-red-color{color:var(--wp--preset--color--vivid-red)!important}.has-luminous-vivid-orange-color{color:var(--wp--preset--color--luminous-vivid-orange)!important}.has-luminous-vivid-amber-color{color:var(--wp--preset--color--luminous-vivid-amber)!important}.has-light-green-cyan-color{color:var(--wp--preset--color--light-green-cyan)!important}.has-vivid-green-cyan-color{color:var(--wp--preset--color--vivid-green-cyan)!important}.has-pale-cyan-blue-color{color:var(--wp--preset--color--pale-cyan-blue)!important}.has-vivid-cyan-blue-color{color:var(--wp--preset--color--vivid-cyan-blue)!important}.has-vivid-purple-color{color:var(--wp--preset--color--vivid-purple)!important}.has-black-background-color{background-color:var(--wp--preset--color--black)!important}.has-cyan-bluish-gray-background-color{background-color:var(--wp--preset--color--cyan-bluish-gray)!important}.has-white-background-color{background-color:var(--wp--preset--color--white)!important}.has-pale-pink-background-color{background-color:var(--wp--preset--color--pale-pink)!important}.has-vivid-red-background-color{background-color:var(--wp--preset--color--vivid-red)!important}.has-luminous-vivid-orange-background-color{background-color:var(--wp--preset--color--luminous-vivid-orange)!important}.has-luminous-vivid-amber-background-color{background-color:var(--wp--preset--color--luminous-vivid-amber)!important}.has-light-green-cyan-background-color{background-color:var(--wp--preset--color--light-green-cyan)!important}.has-vivid-green-cyan-background-color{background-color:var(--wp--preset--color--vivid-green-cyan)!important}.has-pale-cyan-blue-background-color{background-color:var(--wp--preset--color--pale-cyan-blue)!important}.has-vivid-cyan-blue-background-color{background-color:var(--wp--preset--color--vivid-cyan-blue)!important}.has-vivid-purple-background-color{background-color:var(--wp--preset--color--vivid-purple)!important}.has-black-border-color{border-color:var(--wp--preset--color--black)!important}.has-cyan-bluish-gray-border-color{border-color:var(--wp--preset--color--cyan-bluish-gray)!important}.has-white-border-color{border-color:var(--wp--preset--color--white)!important}.has-pale-pink-border-color{border-color:var(--wp--preset--color--pale-pink)!important}.has-vivid-red-border-color{border-color:var(--wp--preset--color--vivid-red)!important}.has-luminous-vivid-orange-border-color{border-color:var(--wp--preset--color--luminous-vivid-orange)!important}.has-luminous-vivid-amber-border-color{border-color:var(--wp--preset--color--luminous-vivid-amber)!important}.has-light-green-cyan-border-color{border-color:var(--wp--preset--color--light-green-cyan)!important}.has-vivid-green-cyan-border-color{border-color:var(--wp--preset--color--vivid-green-cyan)!important}.has-pale-cyan-blue-border-color{border-color:var(--wp--preset--color--pale-cyan-blue)!important}.has-vivid-cyan-blue-border-color{border-color:var(--wp--preset--color--vivid-cyan-blue)!important}.has-vivid-purple-border-color{border-color:var(--wp--preset--color--vivid-purple)!important}.has-vivid-cyan-blue-to-vivid-purple-gradient-background{background:var(--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple)!important}.has-light-green-cyan-to-vivid-green-cyan-gradient-background{background:var(--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan)!important}.has-luminous-vivid-amber-to-luminous-vivid-orange-gradient-background{background:var(--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange)!important}.has-luminous-vivid-orange-to-vivid-red-gradient-background{background:var(--wp--preset--gradient--luminous-vivid-orange-to-vivid-red)!important}.has-very-light-gray-to-cyan-bluish-gray-gradient-background{background:var(--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray)!important}.has-cool-to-warm-spectrum-gradient-background{background:var(--wp--preset--gradient--cool-to-warm-spectrum)!important}.has-blush-light-purple-gradient-background{background:var(--wp--preset--gradient--blush-light-purple)!important}.has-blush-bordeaux-gradient-background{background:var(--wp--preset--gradient--blush-bordeaux)!important}.has-luminous-dusk-gradient-background{background:var(--wp--preset--gradient--luminous-dusk)!important}.has-pale-ocean-gradient-background{background:var(--wp--preset--gradient--pale-ocean)!important}.has-electric-grass-gradient-background{background:var(--wp--preset--gradient--electric-grass)!important}.has-midnight-gradient-background{background:var(--wp--preset--gradient--midnight)!important}.has-small-font-size{font-size:var(--wp--preset--font-size--small)!important}.has-medium-font-size{font-size:var(--wp--preset--font-size--medium)!important}.has-large-font-size{font-size:var(--wp--preset--font-size--large)!important}.has-x-large-font-size{font-size:var(--wp--preset--font-size--x-large)!important}:root :where(.wp-block-pullquote){font-size:1.5em;line-height:1.6}.e-con.e-parent:nth-of-type(n+4):not(.e-lazyloaded):not(.e-no-lazyload),.e-con.e-parent:nth-of-type(n+4):not(.e-lazyloaded):not(.e-no-lazyload) *{background-image:none!important}@media screen and (max-height:1024px){.e-con.e-parent:nth-of-type(n+3):not(.e-lazyloaded):not(.e-no-lazyload),.e-con.e-parent:nth-of-type(n+3):not(.e-lazyloaded):not(.e-no-lazyload) *{background-image:none!important}}@media screen and (max-height:640px){.e-con.e-parent:nth-of-type(n+2):not(.e-lazyloaded):not(.e-no-lazyload),.e-con.e-parent:nth-of-type(n+2):not(.e-lazyloaded):not(.e-no-lazyload) *{background-image:none!important}}.wp-elements-7f21b342e7a57a39666a4a121cadba1d a:where(:not(.wp-element-button)){color:var(--wp--preset--color--white)}