9. Growth Transformation in Your Business Begins with People Plus Productization

The Dirt

10-05-2022 • 54 mins

Jim Barnish invites Bill Lederer to The Dirt, extraordinary founder and CEO in the MAdTech space that fuses marketing, advertising, and technology. They discuss the transformations iSocrates has made from consulting to managed services to software-as-a-service (SaaS).

Building a successful business depends on many factors that may change over time. What you need in a startup is likely not what you need as the business enters a growth stage and beyond.

Finding partners that support your goals is another key factor in a growing company, both in life and in business. Entrepreneurship knows its highs and lows, so having a life partner that can weather the storms and celebrate the wins is essential. In business, partnering with reliable, coachable, and trustworthy individuals is just as vital.

Although iSocrates operates in the technology industry, Bill emphasizes the importance of people specifically investing in their growth and trusting them in turn to grow the business. Especially in a global company, understanding differences and bridging cultural gaps is a key part of that process.

3 Key Takeaways

  • Be open to change and shifting priorities where needed. As Bill says, “What it took to get you to where you are is unlikely what you need to get to where you want to be.”
  • Find a life partner who supports you through the ups and downs. And find business partners who are coachable, with high integrity.
  • Invest in your teams. It’s not always what many venture capitalists want to hear, but it’s not about the technology, it’s about the people.


Bill’s LinkedIn



Productize by Eisha Armstrong


Six-time founder and CEO who discovered his career in digital media and advertising, Bill Lederer lives and breathes data. He is the founder and CEO of iSocrates, a managed service + SaaS company built to serve publishers, marketers, agencies, and enablers through a combination of MarTech and AdTech automation and solutions.