Material Growth Podcast

Goal setting is a common activity at the beginning of the year.

But, it’s usually dominated with business objectives.

All that time invested to benefit... your company. ?!

Instead, let’s invest some of that time and take a few minutes to work on the activities you need to advance your career in 2025.

In this 50 minute workshop we’ll help you think about some of the topics and activities you’ll need to make substantive career progress this year.

Who should listen?

* Directors and Jr. executives (VP’s) who want to get to the next level or want to stand out at their new level.

This workshop draws heavily from some of the fundamental frameworks used in the Executive Breakthrough Mastermind, our premiere coaching program for high potential Directors and Jr Execs designed to help propel you to thrive in the Executive ranks.

Most developmental goals seem to center around skills. We don't think skills get you very far by themselves. We’ll go beyond those topics and discuss:

* Executive-level Learnings you may need

* Experiences you should try to obtain

* Key leaders you must influence and common traps when people try

Show Notes

* NEW! Video Replay

* NEW! Slides used during the workshop

* Executive Breakthrough Mastermind

* Growth Arc Advisors

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com

Modern digital innovations have radically altered the ways customers research and buy products, making it more convenient and cost-effective for companies to engage with them at any stage of the buying process. It’s widely recognized that companies that ignore or dabble in digital engagement are far less able to connect with customers. Yet it’s equally costly when companies aggressively add digital methods into activation efforts built on conventional marketing wisdom. Because of a key blind spot, materials companies often fail to achieve growth, leaving commercial executives feeling that their marketing and sales efforts have been wasted.

Bob Lurie, PhD, is the former Vice President of Strategy at Eastman Chemical, and author of AMA award winning book The Organic Growth Playbook, which highlights the ideas and methods that helped companies in every market sector and continent generate growth rates 1.5-2X higher than expectations.

Bob and I discuss why companies fail to activate markets, whether launching new products or improving growth of existing franchises. We drill into the subtle yet crippling traps hidden within conventional market activation wisdom, including:

* over-focusing on technical needs

* neglecting customer behavior in the buying process

* failing to remove barriers to behavior change

We also discuss the proven methods Bob developed to generate growth, while at Monitor, and which he successfully implemented at Eastman.

Who should listen?

* Commercial executives responsible for generating growth from new products, and new markets.

* CMO’s responsible for leading marketing transformations within their companies.

* Digital Marketing champions who want to tie their activities more tightly to growth results.

Show Notes

* NEW! Video Replay

* NEW! Slides used during the workshop

* NEW! Executive Summary of the webinar (2 min read)

* Bob’s LinkedIn Profile

* Kendall’s LinkedIn Profile

* Growth Arc Advisors

* Executive Roundtable for Materials Growth website

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com

This month’s podcast episode is a webinar we did last month on consultative selling. If that sounds familiar, it’s because we have dealt with that topic in a past episode.

This episode is unique however for 2 reasons:

* I deal here with the fatal flaw in value selling. It’s one that you can’t recover from, and one that makes consultative selling uniquely qualified to deal with today’s B2B sell. This topic was not covered at all in the previous version.

* The whole presentation is just cleaner and more concise. Check the show notes for updated slides as well, as you’ll want those to follow along with.

If you want to skip the fatal flaw section specifically, it starts at about minute 13:00.

Note: this episode of the podcast is being offered to BOTH paid and unpaid subscribers.

To get access to more podcast episodes, consider becoming a paid subscriber.

Value and solution-selling are rapidly becoming table stakes in the materials industry.

Today's B2B materials buying teams are better informed than ever about their options. In fact sometimes customers are over-informed and overwhelmed. And that makes the buying process harder not easier for today's materials sales reps. 

* educating customers about your solutions isn't enough.

* identifying solutions and quantifying value points isn't enough.

Most reps aren't prepared to act when they've done all that, and the customer still isn't convinced. Rather than information about their options, today’s customers instead report needing a different kind of help altogether.

Reps that can provide that help differentiate themselves, close more business, and reach "advisor" status with their customers. Spend a few minutes to learn what's required.

Topics discussed:

* Trends and insights that changed the materials B2B buying process.

* The neuroscience behind why a consultative approach is more effective to convert business?

* Value Selling’s Fatal Flaw - why value pitches don’t work a lot of the time.

* How does one implement a consultative sales method? and pitfalls to avoid.

Who should listen?

* Commercial Officers and Executive leaders of sales teams

* Sales and Marketing VP's of materials companies

Show Notes

* NEW! Video Replay

* NEW! Slides used during the workshop

* NEW! Executive Summary of the webinar (2 min read)

* Kendall’s LinkedIn Profile

* Growth Arc Advisors

* Executive Roundtable for Materials Growth website

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com

To get access to this and other podcast episodes, consider becoming a paid subscriber. In addition to the audio replay, you get show notes with slides, reference links, and video replay as well.

The truth is, companies struggle with executive development. 

At most firms, learning executive skills is still mostly done by observation. It's a lot like watching submarine maneuvers from the surface. You know there’s a lot of action going on, but you can't see any of it. Directors and Junior Executives report to us that vying for an executive role feels like a “medieval apprenticeship.”

This workshop reviews what makes breaking into the executive ranks is so difficult, and ways to start change your prospects, including:

* Why exclusive executive development programs don't prepare you well

* The gaps and issues with internal mentorship

* Common traps new executives fall into that halt their progress

* The leadership skills executives must have, but are rarely taught, including those that companies don't want you to know

* At least 2 tools from our Executive Mastermind that you can begin to implement for yourself  

Many companies invest in leadership and executive development, whether it’s internal time devoted to mentoring or formalized leadership programs.Yet, according to 2017 work by Egon Zehnder:

* Only 13% of executives have confidence in their rising leaders!

* Only 24% of executives think their leadership programs are working

* While commonly, company executives are hired from the outside.

And yet, 72% of managers show potential to grow into C-Suite roles, as determined by 4 key leading indicators: curiosity, insight, engagement, and determination.

What is wrong with this picture?

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com

Note: this episode of the podcast is being offered to BOTH paid and unpaid subscribers.

To get access to more podcast episodes, consider becoming a paid subscriber.

Value and solution-selling are rapidly becoming table stakes in the materials industry.

Today's B2B materials buying teams are better informed than ever about their options. In fact sometimes customers are over-informed and overwhelmed. And that makes the buying process harder not easier for today's materials sales reps. 

* educating customers about your solutions isn't enough.

* identifying solutions and quantifying value points isn't enough.

Most reps aren't prepared to act when they've done all that, and the customer still isn't convinced. Rather than information about their options, today’s customers instead report needing a different kind of help altogether.

Reps that can provide that help differentiate themselves, close more business, and reach "advisor" status with their customers. Spend a few minutes to learn what's required.

The workshop is hosted by Kendall Justiniano, founder and Managing Director of Growth Arc Advisors LLC. After a 30-year career as an executive in the chemical industry, Kendall founded Growth Arc to help materials executives implement the new thinking required for changing fundamentals. The firm delivers customized engagements including consultative selling, and digital sales and marketing.

Topics discussed:

* Trends and insights that changed the materials B2B buying process.

* The neuroscience behind why a consultative approach is more effective to convert business?

* Case: How Sea-Land Chemical used Consultative Selling techniques to grow.

* How does one implement a consultative sales method? and pitfalls to avoid.

* What's the ROI of an investment, and what is needed to start?

* How does the method compare with other methods out there?

Who should listen?

* Commercial Officers and Executive leaders of sales teams

* Sales and Marketing VP's of materials companies

Event held: Wednesday, November 8th, 2023 at 10:00 am EST

Show Notes

* Kendall’s LinkedIn Profile

* Growth Arc Advisors

* Video Replay

* Executive Summary of the workshop

* Slides used during the workshop

* Executive Roundtable for Materials Growth website

* Companies mentioned:

* Sea Land Chemical

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com

Fred Moesler serves as the Chief Technology Officer at Global Thermostat, a leading company in direct air capture. He has extensive expertise in the development and commercialization of bio-based, chemical, and hybrid processes. This includes areas such as biopolymers, biofuels, lignocellulosic deconstruction, in addition to direct air capture of carbon dioxide. He has also held leadership positions at Renmatix, NatureWorks, and Dow Chemical.

Fred is well-known for his exceptional fundraising achievements and his groundbreaking contributions to technology. He is committed to driving sustainable solutions and is considered an influential figure in the field.

Fred and I discuss his career in the chemical industry and some of the key insights and formative experiences operating in both corporate and start-up contexts. We discuss his pivot to the start-up world, and his perspective and outlook on the sustainability trend in materials.

Sustainability is currently the prominent trend in materials, dominating both startup and incumbent firms' technology portfolios. It encompasses a range of approaches such as the implementation of carbon capture techniques such as those used by Global Thermostat, circular business models that prioritize recycling traditional petroleum derived materials, and the use of bio-derived materials. It is important to note that each of these options comes with its own strategic considerations, risk profiles, and execution methods.

Who should listen?

* Executive leaders of sustainability companies and corporate initiatives.

* Investors looking at sustainability options.

* Sustainability innovators and strategists.

Topics covered included:

* which investments are typical for venture, strategic venture, and internal corporate investment

* what areas are hot right now for venture investment in materials

* what is critical for commercial viability

* what are Fred's perspectives on key materials hypothesis

Event held: Thursday, October 5th, 2023 at 10:00 am EST

Show Notes (Paid Subscribers)

* Fred’s LinkedIn Profile

* Global Thermostat

* Video Replay - Aug 23, 2023, 10 am EST

* Executive Summary

* Executive Roundtable for Materials Growth website

* Companies mentioned:

* UBQ

* Renmatix

* NatureWorks

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com

A conversation with Julie McAlindon

Julie A. McAlindon is the senior vice president, regions and chief supply chain officer for Eastman. She is responsible for overseeing supply chain, sourcing and procurement, and regional leadership. McAlindon is also leading the transformation of Eastman by developing business operating model capabilities and serves as the executive sponsor for Equality, a resource group for LGBTQ+ team members and their allies. She joined Eastman in 2016 with extensive experience in marketing, sales, and business leadership. Before joining Eastman, McAlindon held various leadership positions at Avient Corporation and Dow.

Julie and I discuss her role and experiences in organizational transformation across large organizations, including businesses and functions. We discuss the imperatives and trends requiring deft organizational change and identify some of the fundamental capabilities required for future organizational success in materials. We also talk about keys to successfully leading and executing such changes.

Among such trends as digitalization, sustainable materials, and rapidly changing geopolitics, the pace of change for the materials industry is rapidly accelerating. Companies that can incorporate change and large scale transformation into their operating models stand to accelerate their competitive leads.

Held: Thursday, Sept 14, 2023, at 10:00 am EST

Topics discussed

* What constitutes large organizational transformation

* What factors give rise to the need for it

* Execution Success Factors

* Changing Culture

* Examples of Eastman's transformation projects

* Influencing for transformation

* Dealing with dissent

Who should listen?

* Materials company executives.

* Leaders attempting to influence change at any scale in their organizations.

* Leaders of company transformation efforts.

* Aspiring future leaders seeking to ready their skills in change management.

Show Notes (Subscribers only)

* Video Replay - Sep 14, 2023, 10 am EST

* Executive Roundtable for Materials Growth website

* Executive Summary

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com

Most recently, Richard Altice served as the President and CEO of NatureWorks, a leading developer and manufacturer of biopolymers (polylactic acid). During his five-year tenure, Altice successfully led the company to achieve significant revenue growth and profitability. 

Richard Altice is an experienced executive in the specialty chemicals and biopolymers industry. He has consistently achieved revenue growth and profitability by employing a market-focused and value-driven approach in various businesses, markets, and organizations.

Rich and I discuss his career in the chemical industry and some of the key insights and formative experiences he had in leading multiple large global organizations. We discuss his pivot to sustainable materials company NatureWorks one of the earliest companies in the bio-derived plastics segment, and his perspective and outlook on the sustainability trend in materials.

Sustainability is currently the prominent trend in materials, dominating both startup and incumbent firms' technology portfolios. It encompasses a range of approaches such as the use of bio-derived materials like NatureWorks PLA, circular business models that prioritize recycling traditional petroleum derived materials, and the implementation of carbon capture techniques. It is important to note that each of these options comes with its own strategic considerations, risk profiles, and execution methods.

Who should listen? Those who:

* Materials executives

* Sustainability strategists

Topics covered included:

* Dealing with novel materials 

* Current maturity of biomaterials 

* How to consider investments in sustainability 

* Getting execution right 

* Common blind spots for novel biomaterials 

* Reference customers and their role 

* Industry collaborations and role for non-corporate entities 

* Recycling vs. biodegradability

Show Notes: (subscribers only)

* Video Replay - Aug 23, 2023, 10 am EST

* Executive Roundtable for Materials Growth website

* Executive Summary

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com

Bob Eckert is CEO at New & Improved. He focuses on helping organizations harness and develop the innovative brain power of their people to deliver new and improved results.

Bob and I discuss what specific requirements fall to leaders of innovative organizations. This includes both what leaders need to do to build effective innovation organizations and what traits leaders of innovative organizations exhibit. We discuss leader comportment, leader role in building systems and culture, and necessary behaviors around collaboration and accountability.

Who should listen? Those who:

* are driving corporate and business unit innovation initiatives.

* manage and motivate their business unit's innovation resources.

* seek to be champions of innovation within their organizations

Show Notes:

* Video Replay - July 20, 2023, 10 am EST

* Executive Roundtable for Materials Growth website

* Executive Summary

* Slides presented during interview

* Growth Arc’s Executive Breakthrough Coaching program mentioned in the episode

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com

As Executive Director of Alto Impacto, a management and organizational consulting firm, Rodrigo del Campo has worked with companies, and their top leaders, in their transformational processes to become more agile and effective.

With the increasingly accelerating pace of business today most business leaders have begun to realize the importance of flexibility and agility within their organizations over simple productivity and efficiency initiatives. Yet, achieving it is a complex process of changing corporate systems, values and culture. Most corporate efforts on culture change focus on perceptions of an organizations culture, rather than the more fundamental changes to the organization’s systems and values that will result in durable shifts in its performance.

Rodrigo and I discuss keys to unlocking systemic agility within an organization. From examining and addressing key organizational systems: strategic, operational, innovation and people as well as working with the de facto values under which the organization operates, we’ll discuss the challenges, pitfalls, and investments required, as well as the potential payoffs from successful implementation.

Topics covered include:

* What changes in today's world give rise to the need for organizational agility

* What does agility consist of?

* How does an organization begin to improve their agility?

* What has to change in management systems to foster agility?

* What leadership capabilities are necessary to lead a more agile organization?

Who should listen? Those who:

* C-Suite and General Managers who require agility from their organizations, and may be struggling to achieve it.

* HR Professionals who support executives desiring durable improvements in organizational agility.

Show Notes:

* Video Replay - June 14th, 2023 10 am ET

* Executive Roundtable for Materials Growth website

* Executive Summary

* Slides presented during interview

* Growth Arc’s Executive Breakthrough Coaching program mentioned in the episode

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit materialgrowth.substack.com