“Don’t count the people you reach; reach the people who count.”— David Ogilvy In the rush to launch, many founders skip the most foundational step: build an ICP (your Ideal Customer Profile). It seems obvious, almost too simple. But ignoring it means misalignment that can become impossible to unwind from. Working with companies navigating product-market…

“Take care of your employees, and they’ll take care of your business. It’s as simple as that.”— Bill Gates Health benefits are getting more expensive. And not just a little. The reality for worksite employers is that healthcare costs are climbing faster than revenue growth for many small and midsize companies. What used to be…