In this episode of Grow, Scale, Master, Kon Stathopoulos and Josh Phegan talk about value creation. Josh explains the Jobs To Be Done formula, which looks at biases held by your customers, competitors' customers and non-consumers that influence their choices, plus finding that perfect market fit and doing more before, during and after the transaction. They talk about knowing your top 100 customers by spend and volume and creating a customer ascension model. Josh illustrates the rule of being the friend in the business. Kon reflects on his mental board of directors, and they examine their view around the power of documentation and their willingness to change systems, revisit, and reflect on the project.