B2B Marketing Blog

Written by The Mezzanine Group
on March 11, 2009

We're working with an interesting client right now. They're a few years old, so almost a ‘start-up’ and have passionate leaders, a team of experts, and big, big dreams. And that might be their biggest challenge.

When you're a start up (and not funded by venture capital or other significant investor), you have to dream big, and act very - well - realistically (‘small’ seems unfair to say). Building a company is like climbing a set of stairs. You can see the top of the staircase and know you want to get there and how it will feel to be there, but you have to climb the stairs one at a time. Once in a while you can skip a step if you expend enough energy and have good enough balance, but mostly you have to take the first step, then the second, then the third. If you take the first and then try to get to the fourth, you’re going to fall.

That's the practical reality of building a company. So keep those big dreams, but act with your feet on the ground.

You may also like:

The Invisibility Of B2B Marketers

For most marketing professionals who practice in the business-to-business (B2B) arena, it can sometimes feel like you're...

Key Differences Between B2B and B2C Marketing

A few people have asked why The Mezzanine Group specializes in Business-to-Business marketing, as opposed to the much la...

7 Questions about B2B Marketing Book 'Walking on the Moon'

Mezzanine’s founder Lisa Shepherd has just released her third book called “Walking on the Moon”, a business fable about ...