--- title: Growth Arc Newsletter | Kendall Justiniano image: https://www.growth-arc.com/hubfs/Carbon-Fiber-Cloth-Fabric..jpg --- [Skip to content](https://www.growth-arc.com/articles/author/kendall-justiniano#main-content) [![GA\_Web+Logo-01](https://www.growth-arc.com/hubfs/GA_Web+Logo-01.png)](https://www.growth-arc.com) - [Home](https://www.growth-arc.com) - Consulting - [Sales & Marketing](https://www.growth-arc.com/commercial-excellence) - [Innovation](https://www.growth-arc.com/innovation) - [Strategy](https://www.growth-arc.com/strategy) - [Case Studies](https://www.growth-arc.com/cases) - Executive Coaching - 1 on 1 Coaching - [Group Mastermind](https://www.growth-arc.com/breakthrough) - [Exec Roundtable](https://www.growth-arc.com/roundtable) - [Articles](https://www.growth-arc.com/articles/tag/executive-development) - About - [Results](https://www.growth-arc.com/clients-results) - [Case Studies](https://www.growth-arc.com/cases) - [Our Firm](https://www.growth-arc.com/about) - [Contact](https://www.growth-arc.com/contact-us) - Newsletter - [Subscribe](https://www.growth-arc.com/subscribe) - [Business Growth](https://www.growth-arc.com/articles/tag/business-growth) - [Exec Career](https://www.growth-arc.com/articles/tag/executive-development) - [Roundtable](https://www.growth-arc.com/roundtable) Search Growth Arc - There are no suggestions because the search field is empty. # Material Growth Newsletter Growth Insights for Materials Executives ### Subscribe here ### Explore Articles by Tag - [\*Business Growth (89)](https://www.growth-arc.com/articles/tag/business-growth) - [Strategy & Transformation (47)](https://www.growth-arc.com/articles/tag/strategy-transformation) - [Sales & Marketing (46)](https://www.growth-arc.com/articles/tag/sales-marketing) - [\*Executive Development (36)](https://www.growth-arc.com/articles/tag/executive-development) - [AI & Digital (24)](https://www.growth-arc.com/articles/tag/ai-digital) - [\*Executive Roundtable (21)](https://www.growth-arc.com/articles/tag/executive-roundtable) - [Career (20)](https://www.growth-arc.com/articles/tag/career) - [Featured (20)](https://www.growth-arc.com/articles/tag/featured) - [Innovation (17)](https://www.growth-arc.com/articles/tag/innovation) - [Leadership (17)](https://www.growth-arc.com/articles/tag/leadership) - [\*Case Study (8)](https://www.growth-arc.com/articles/tag/case-study) - [Sustainability (6)](https://www.growth-arc.com/articles/tag/sustainability) - [Podcast (5)](https://www.growth-arc.com/articles/tag/podcast) [1](https://www.growth-arc.com/articles/author/kendall-justiniano/page/1) [2](https://www.growth-arc.com/articles/author/kendall-justiniano/page/2) [Next](https://www.growth-arc.com/articles/author/kendall-justiniano/page/2) ## Here are the Articles you Selected... --- ##### [Why Marketing Can't Show Conversion](https://www.growth-arc.com/articles/why-marketing-cant-show-conversion) \- When Sales Held the Information Open almost any materials company's website and count the clicks b... ##### [The Content Gap that Stalls Today's Sale](https://www.growth-arc.com/articles/the-content-gap-that-stalls-todays-sale) \- Content We Built for Yesterday's Buyer I've audited a lot of content stacks at materials companies... ##### [Why Content Marketing Could Never Win](https://www.growth-arc.com/articles/why-content-marketing-could-never-win) I Was on the Content Treadmill For three years I ran a content operation that never once caused a cu... ##### [Podcast Ep 26: Leading AI - The Human Variable](https://www.growth-arc.com/articles/podcast-ep-26-leading-ai-the-human-variable) \- Listen Here Two-thirds of companies report using AI. Fewer than one in twenty use it systematicall... ##### [Implementing AI: What It Takes to Transform an Organization](https://www.growth-arc.com/articles/implementing-ai-transformation) \- Implementing AI: What It Takes to Transform an Organization - a conversation with Charlie Laurie M... ##### [Where is a Sales Rep's Value Today?](https://www.growth-arc.com/articles/where-is-a-sales-reps-value-today) ... They were the person everyone used to call - I built my first career on knowing things my custom... ##### [The Deal Nobody Loses](https://www.growth-arc.com/articles/the-deal-nobody-loses) ... losing to the status quo is the growth brake? - The most expensive deals I have watched are the ... ##### [Putting a Price on Supply Chain Resilience](https://www.growth-arc.com/articles/putting-a-price-on-supply-chain-resilience) ... do we finally have the data? - Every executive I have spoken with since the Gulf disruption agre... ##### [Podcast Ep 25: Unlocking ROI from AI](https://www.growth-arc.com/articles/ep-25-unlocking-roi-from-ai) \- My Appearance on The Chemical Show - Listen Here AI adoption is the easy part. Almost every chemic... ##### [Is China Still a Prize?](https://www.growth-arc.com/articles/is-china-still-a-prize) ... we keep asking the wrong questions - There is a temptation, in moments like this one, to let the... ##### [Leading AI: The Human Variable in the ROI Equation](https://www.growth-arc.com/articles/leading-ai-the-roi-equation) \- Leading AI: The Human Variable in the ROI Equation - a conversation with Paul Gibbons Two-thirds o... ##### [Which Assets Survive in Europe](https://www.growth-arc.com/articles/which-assets-survive-in-europe) ... Returning ROI, that's the hard part - Three years ago at WPC, Marco Mensink — Director General o... ##### [AI Adoption Is the Easy Part](https://www.growth-arc.com/articles/ai-adoption-is-the-easy-part) ... Returning ROI, that's the hard part - Halfway through a recent conversation on The Chemical Show... ##### [Podcast Ep 24: Everything You Know About Executive Search](https://www.growth-arc.com/articles/podcast-ep-24-everything-you-know-about-executive-search) \- is Wrong - Listen Here Most senior executives discover this partway through a job search: the appr... ##### [Your Case is Step... 3](https://www.growth-arc.com/articles/your-case-is-step-3) ... even though you really want to lead with it. - Prepared and Going Nowhere She came into every co... ##### [Three Months of Work, Yet the Agenda Was Already Set](https://www.growth-arc.com/articles/six-months-of-work-and-the-agenda-was-already-set) ... by someone else - He'd been in the role three months and, by every measure he could see, he was ... ##### [What 20 Years of Customer Interviews Taught Me About Trusting AI](https://www.growth-arc.com/articles/what-customer-interviews-taught-me-trusting-ai) ... psychophancy is not new - The smartest thing executives say to me about AI is that they don't tr... ##### [What Building Chemical Plants Taught Me About AI](https://www.growth-arc.com/articles/what-chemical-plants-taught-me-about-ai) ... A chemical plant doesn't fail on the day it breaks. - It fails months earlier, in a design revie... ##### [Podcast Ep 23: When R&D Meets AI](https://www.growth-arc.com/articles/podcast-when-rd-meets-ai) \- Compressing Materials Development Timelines - Listen Here The materials and process industries sit... ##### [The Commercial Function Was Never Built to Scale](https://www.growth-arc.com/articles/the-commercial-function-was-never-built-to-scale) ... Now it just might. - The commercial leaders I talk to in chemicals are, almost without exception... ##### [Three Ways to Lose on AI in Chemicals](https://www.growth-arc.com/articles/three-ways-to-lose-on-ai-in-chemicals) ... and One Way to Win - A CEO comes back from an industry conference energized. Within a month, the... ##### [Everything to Know About Executive Search](https://www.growth-arc.com/articles/everything-you-know-about-executive-search) Most senior executives discover this partway through a job search: the approach that worked at the d... ##### [AI: The Exploratory Phase is Over](https://www.growth-arc.com/articles/ai-the-exploratory-phase-is-over) Three Levers to Stop Churn - Most chemicals and materials executives I talk to already have AI initi... ##### [Green Chemistry Needs a Better Business Model](https://www.growth-arc.com/articles/green-chemistry-needs-a-better-business-model) What the Down Cycle Exposed - The sustainability premium in chemicals collapsed faster than most boa... ##### [The Market Rules Have Changed](https://www.growth-arc.com/articles/the-market-rules-have-changed) Most Strategies Haven't - I want to say something plainly that the industry keeps dancing around: th... ##### [Stop Trying to Call the Recovery](https://www.growth-arc.com/articles/stop-trying-to-call-the-recovery) ...start building for it. - There's a phrase I've heard more times than I can count over the last tw... ##### [When R&D Meets AI: Compressing Materials Development Timelines](https://www.growth-arc.com/articles/when-rd-meets-ai) \- When R&D Meets AI: Compressing Materials Development Timelines - with Greg Mulholland Material... ##### [The Strait will Re-open](https://www.growth-arc.com/articles/the-strait-will-re-open) ...the risk it revealed won't - Nobody in the room expected the conference to open like this. WPC 20... ##### [The Leader Who Hasn't Used AI...](https://www.growth-arc.com/articles/the-leader-who-hasnt-used-ai) ...shouldn't be setting AI strategy - We just finished our first fully AI-enabled consulting engagem... ##### [Podcast: Sourcing Tomorrow's Materials Leaders](https://www.growth-arc.com/articles/podcast-sourcing-tomorrows-materials-leaders) Material Growth Podcast Ep 22 - Listen Here We had a great conversation last month with Ron Malachuk... ##### [The Marketing Conversion Gap](https://www.growth-arc.com/articles/the-marketing-conversion-gap) How industrial Marketing has not kept up with customer buying behavior - A Different Sale Today Two ... ##### [Where Does AI Slop Come From?](https://www.growth-arc.com/articles/where-does-ai-slop-come-from) The answer gives us clues to leading AI in our Org's - The Unclear Path Ahead There’s a lot of uncer... ##### [Part 2 - Getting Real with Economic Reality in Chemicals](https://www.growth-arc.com/articles/part-2-getting-real-with-economic-reality-in-chemicals) Survive to play another day - Today’s chemical downturn requires honest reassessment. Affordability ... ##### [Sourcing Tomorrow's Materials Leaders](https://www.growth-arc.com/articles/sourcing-tomorrows-materials-leaders) \- Sourcing Tomorrow's Materials Leaders - with Ron Malachuk - The global materials industry is under... ##### [Getting Real with Today's Economic Reality in Chemicals](https://www.growth-arc.com/articles/getting-real-with-todays-economic-reality-in-chemicals) Survive to play another day - Today’s chemical downturn requires honest reassessment. Affordability ... ##### [Sourcing Tomorrow's Materials Executives](https://www.growth-arc.com/articles/sourcing-tomorrows-materials-executives) Ron Malachuk joins The Executive Roundtable - ##### [What's in a Capability?](https://www.growth-arc.com/articles/whats-in-a-capability) Impact, that's what - Capability building is a critical executive skill—one that determines how fast... ##### [Boost your Executive Influence](https://www.growth-arc.com/articles/boost-your-executive-influence) an interactive Executive workshop - Influence - the primary job If you’re an Executive or business l... ##### [Best Business Growth Insights of '25](https://www.growth-arc.com/articles/best-business-growth-insights-of-25) Our reader's favorites - In this issue we highlight some of the most popular posts on Business Growt... ##### [Best Leadership Insights of '25](https://www.growth-arc.com/articles/best-leadership-insights-of-25) Our reader's favorites - In this issue we highlight some of the most popular posts of 2025. If you'r... ##### [The Influential Power in a Question](https://www.growth-arc.com/articles/the-influential-power-in-a-question) more powerful than a rock-solid case - \[Author’s note: apologies to those new subscribers who were e... ##### [3 Myths of Executive Job Search](https://www.growth-arc.com/articles/3-myths-of-executive-job-search) and What to Do Instead - Executive Job Search is Different We spend most of our careers in one mode ... ##### [Navigating Growth in Challenging Times with Kendall Justiniano](https://www.growth-arc.com/articles/navigating-growth-in-challenging-times-with-kendall-justiniano) Material Growth Podcast Ep 21 - ##### [Why B2B Industrial Marketing is Unique](https://www.growth-arc.com/articles/why-b2b-industrial-marketing-is-unique) And how to make it your Competitive Advantage - Marketing in Industrials is a Mixed Bag Today Naviga... ##### [When I Gave Up on Value Selling](https://www.growth-arc.com/articles/when-i-gave-up-on-value-selling) And what I found instead - A Value Selling Disciple I came to Sales late. I moved from Operations in... ##### [Why B2B Industrial Sales Methods Lag](https://www.growth-arc.com/articles/why-b2b-industrial-sales-methods-lag) And where to start fixing it - Traditional B2B industrial sales face challenges. Tech now leads in s... ##### [11th Hour for Europe's Chemical Industry](https://www.growth-arc.com/articles/11th-hour-for-europes-chemical-industry) Ineos' CEO sounds the alarm - Europe’s Chemical Industry is Faltering Ineos’ Sir James Ratcliffe is ... ##### [Harnessing AI with Confidence](https://www.growth-arc.com/articles/harnessing-ai-with-confidence) A rapid, risk-minimized approach - Artificial Intelligence (AI) is revolutionizing sectors across th... ##### [Why Competency Thinking Limits Executives](https://www.growth-arc.com/articles/competency-thinking) and What to Do Instead - Last week, I worked with an executive uncertain about applying for a job du... ##### [B2B Buyer Behavior has Radically Changed](https://www.growth-arc.com/articles/b2b-buyer-behavior-has-radically-changed) Here’s what it means for your reps. ##### [Becoming Top-Tier Persuasive in Sales](https://www.growth-arc.com/articles/becoming-top-tier-persuasive-in-sales) The Science on Persuasion is Getting Better The Problem with Solution Selling Your rock-solid case i... ##### [Precision Storytelling in Sales](https://www.growth-arc.com/articles/precision-storytelling-in-sales) Why getting stories right super-charges influence. Why Stories? Imagine you’re a prehistoric caveman... ##### [What Got You Here, Won't Get You There](https://www.growth-arc.com/articles/what-got-you-here-wont-get-you-there) The role of mindset in preventing burnout - ##### [Elevate your Sales Influence](https://www.growth-arc.com/articles/elevate-your-sales-influence) Change your team's sales approach and they'll flip CEO's ##### [Surviving the Chemical Downturn with Kendall Justiniano](https://www.growth-arc.com/articles/surviving-the-chemical-downturn-with-kendall-justiniano) Material Growth Podcast Ep 20 - ##### [Pricing as a Strategic Competitive Advantage](https://www.growth-arc.com/articles/pricing-as-a-strategic-competitive-advantage) \- Pricing as a Strategic Competitive Advantage - with Lisa S. Thompson - In today’s economic climate... ##### [Starting Toward Growth](https://www.growth-arc.com/articles/starting-toward-growth) Moving faster than you think is possible - In a previous newsletter on segmentation, I suggested tha... ##### [What Goes Wrong in Change Initiatives](https://www.growth-arc.com/articles/what-goes-wrong-in-change-initiatives) How to reliably build organizational capability - The Problem Executives are frequently tasked to im... ##### [Most Execs are Trapped by Their Strengths](https://www.growth-arc.com/articles/most-execs-are-trapped-by-their-strengths) Subtitle: 3 Questions to Ask Yourself - Executives and other high-performers, often rise to the top ... ##### [Peeling the Onion to Revitalize Growth](https://www.growth-arc.com/articles/peeling-the-onion-for-growth) Why Segmentation is never "One and Done" - Subscriber note: if you've received this post as an email... ##### [How Do We Turn the Business Around?](https://www.growth-arc.com/articles/how-do-we-turn-the-business-around) That was the question the President of a specialty polymer division was asking himself. The Presiden... ##### [Becoming the CEO of You](https://www.growth-arc.com/articles/becoming-the-ceo-of-you) A Key to Unlocking Executive Roles - In today’s complex job market, landing executive roles demands ... ##### [We've lost the Lead in B2B Commercial Excellence](https://www.growth-arc.com/articles/tech-b2b-excellence-epicenter) Why the Shift and a Path Forward for Materials Executives - ##### [Taming Team Dysfunction with Bob Johnson PhD](https://www.growth-arc.com/articles/taming-team-dysfunction-podcast) Material Growth Podcast Ep 19 - Listen Here Teams where members feel that everyone “has your back” a... ##### [Sustainability by the Numbers](https://www.growth-arc.com/articles/sustainability-by-the-numbers) a Roundup - Subscriber note: if you've received this post as an email, you've been successfully migr... ##### [From Hamster Wheel to High Impact](https://www.growth-arc.com/articles/hamster-wheel-to-high-impact) Redefining Executive Work Ethic - Most Executives Are Ineffectively Busy In the whirlwind of respons... ##### [Sustainability's Uncertain Path](https://www.growth-arc.com/articles/sustainabilitys-uncertain-path) Balancing Challenges for Materials Execs - Subscriber note: if you've received this post as an email... ##### [Executive-Level Influence - a Seminar to the C-Suite](https://www.growth-arc.com/articles/executive-influence-seminar) Material Growth Podcast Ep 18 - How to become more influential in the C-Suite - ##### [Taming Team Dysfunction](https://www.growth-arc.com/articles/taming-team-dysfunction) \- Taming Team Dysfunction - with Bob Johnson, PhD - Teams where members feel that everyone “has your... ##### [What's the Real China Narrative?](https://www.growth-arc.com/articles/real-china-narrative) Is the juggernaut finished or taking a breather? - ##### [Super-Charging Innovation Projects with NPV-](https://www.growth-arc.com/articles/super-charging-with-npv2) Why you're wasting resources and effort - Subscriber note: if you've received this post as an email,... ##### [Why BigCo Execs Often Fail in SmallCo's](https://www.growth-arc.com/articles/bigco-smallco-execs) and What it Teaches About Leadership - Spoke last month with a startup CCO on why execs fail. He mad... ##### [Navigating the Downturn in the Materials "Super-cycle"](https://www.growth-arc.com/articles/navigating-the-downturn-in-the-materials-super-cycle) And Actions Materials Leaders Must Undertake - As someone who has witnessed the chemical industry's ... ##### [How Can I Quickly Understand the Business and Act?](https://www.growth-arc.com/articles/understand-and-act) That was the question the newly-appointed CEO of a specialty chemical producer was asking herself. A... ##### [Unlocking the Customer Buying Process](https://www.growth-arc.com/articles/the-customer-buying-process) Your First Step to Jump-start Growth - ##### [Planning for Growth with Paul Strzelec](https://www.growth-arc.com/articles/planning-for-growth-with-paul-strzelec-podcast) Material Growth Podcast Ep 17 - ##### [Did We Make the Wrong Acquisition?](https://www.growth-arc.com/articles/the-wrong-acquisition) That was the question the President of a specialty films manufacturer was asking himself. The Presid... ##### [Sell Me This Pen...](https://www.growth-arc.com/articles/sell-me-this-pen) ...and What it Really Means for Sales - ##### [Curiosity vs. the Stupid Idea](https://www.growth-arc.com/articles/curiosity-stupid) 5-year olds are geniuses, because they embrace the "stupid idea." - You can tell how innovative a co... ##### [Career Acceleration Workshop for 2025](https://www.growth-arc.com/articles/career-acceleration) Material Growth Podcast Ep 16 - Isn't Your Career Worth and Hour of Investment? - Listen Here Goal s... ##### [What Strategy Is... and IS NOT](https://www.growth-arc.com/articles/what-is-strategy) Many Companies Have Lost Their Way on Strategy - ##### [Planning for Growth](https://www.growth-arc.com/articles/planning-for-growth-with-paul-strzelec) \- Planning for Growth - with Paul Strzelec - With geo-political instability in global markets and un... ##### [Managing Commercial Risk in New Business](https://www.growth-arc.com/articles/managing-commercial-risk) The Overlooked Factor in Launch Success - ##### [How to 2x Your Current Growth Rate](https://www.growth-arc.com/articles/2x-your-growth) Targeting & Changing Customer Behavior - Key Insights Method Focuses on Sales Conversion and Dur... ##### [Stop Letting Self-Doubt Rob You](https://www.growth-arc.com/articles/self-doubt) Or Lose Energy & Focus from the Negative Behaviors It Creates - Great article on imposter syndro... ##### [Steve Jobs on Why Ideas are Cheap](https://www.growth-arc.com/articles/jobs-ideas) And they don't fix the growth problem you have - When companies run into weak innovation pipelines, ... ##### [Why Do We Lead with Customer Pain?](https://www.growth-arc.com/articles/customer-pain) Do It, and It Becomes Your Super-Power - ##### [Driving Growth with Strategic Customers](https://www.growth-arc.com/articles/driving-growth-with-strategic-customers) A Key Account Approach - As companies expand their market presence, it becomes crucial to effectivel... ##### [The Biggest Barrier to your Executive Career is...](https://www.growth-arc.com/articles/the-biggest-barrier-to-your-executive-career-is) ...You - Curing Imposter Syndrome - ##### [Medical Resin Launch Fails Until...](https://www.growth-arc.com/articles/medical-resin-launch) They Tried the Standard Playbook and Something New - ##### [Steve Jobs - Master of Persuasion](https://www.growth-arc.com/articles/steve-jobs-master-of-persuasion) A 5-Minute Break-down of his Technique - I have always loved this clip of Steve Jobs. It is a 5 minu... ##### [Be the Venture Capitalist of Your Own Career](https://www.growth-arc.com/articles/career-vc) What Working in the Start-up World Teaches You - Fred Moesler, CTO at Global Thermostat, gives his c... ##### [Leveraging Experts on LinkedIn](https://www.growth-arc.com/articles/leveraging-experts) 20 Experts You Can Learn From - ##### [The Most Powerful Sales Skill](https://www.growth-arc.com/articles/powerful-sales-skill) Persuasion - Persuasion science has come a long way since that days of value and solution selling. U... ##### [4 Ways New Execs Trap Themselves in Busy-ness](https://www.growth-arc.com/articles/busyness-traps) Almost Everyone Hits #1 - It’s the first failure mode a new executive experiences, and it’s pretty c... ##### [Executive Presence is not a Style Thing](https://www.growth-arc.com/articles/executive-presence-is-not-a-style-thing) It's actually a Substance thing - ##### [A Recovery is NOT Right Around the Corner](https://www.growth-arc.com/articles/recovery-not-around-the-corner) Too Many Are Hoping It Is - Continued negative fall-out from what is clearly not merely a post-COVID... ##### [Why Reps are Stuck Talking to Procurement](https://www.growth-arc.com/articles/reps-procurement) 4 Reasons Their Behvaior is Trapping Them - The conventional wisdom is that you have to get past Pur... ##### [Why Masterminds are So Effective](https://www.growth-arc.com/articles/masterminds-effective) It's the Power of Community - ##### [Why Market Activation Fails](https://www.growth-arc.com/articles/why-market-activation-fails) \- Why Market Activation Fails - with Bob Lurie, PhD - Modern digital innovations have radically alte... ![Growth Arc](https://www.growth-arc.com/hubfs/mstile-150x150.png) **Growth Arc Advisors LLC** Annapolis, MD 21403 - [About Us](https://www.growth-arc.com/clients-results) - [Our Story & People](https://www.growth-arc.com/about) - [Clients & Results](https://www.growth-arc.com/clients-results) - Resources - [Cases](https://www.growth-arc.com/articles) - [Newsletter](https://www.growth-arc.com/subscribe) - Executive Roundtable - [Contact Us](https://www.growth-arc.com/contact-us) - [Schedule Call](https://www.growth-arc.com/meetings/kendall-justiniano) - [Email Inquiry](https://www.growth-arc.com/contact-us) Branding & Design by Migo Design Co. - migodesign.com © 2026 by Growth Arc Advisors LLC. 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