Why did Starling Bank decide to switch its concentration from consumer banking to B2B? We talk about the bold choices that led to this change and the comparable action taken by industry titans Ocado.

If you want to play with the big boys you need to be able to adapt. Just look at Starling bank. CEO Anne Boden is overseeing their pivot from from B2C to B2B. So what are the bold choices that led to this change and what can we learn from the comparable action taken by industry titans Ocado.

Could your category lead be just a pivot away?

In today's episode, we address the significance of changing the language used when talking about AI and the need for businesses to stand apart from the competition, especially in light of the possible saturation of the AI market. We also look at the value of creating strong ecosystems and the methods and tactics used by Mark Benioff's Salesforce to create successful businesses.

What to look forward to:

00:00    Starling's Evolution

06:57    Microsoft's Investment in Data Centres

11:33    Why are ecosystems so important?

20:15    AI Explosion and Categorisation

26:15    Analysing category leaders like Mark Benioff

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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