Ever since I can remember wearing a tie, I have been selling solutions to businesses. And I love doing that, don’t get me wrong. When I started out with Card Merchants ranging from High Street Stores & Retail Chains to Hotels, Airlines, Telecom companies and Hospitals, I was almost a green-horn. I worked hard to understand my portfolio's needs as I designed payment solutions to meet each requirement. It was these deep interactions which helped me understand why businesses which value revenue growth and cost reduction over anything else, happily pay for value when delivered and explained correctly.Over time, as I moved from developing Card Merchants to forging Partnerships and Alliances, I realized that while the players had become bigger and more discerning, the playing field remained the same. Clients will continue paying a premium as long as you can establish a firm link of the cost borne to market share growth, access to a more premium customer base and marketing channels. Over time one can only grow by tying one's own goals to that of the client. I began customizing the Customer Value Proposition which was a one-size-fits-all approach to meet individual requirements of each industry vertical I was targeting. Not surprisingly results started flowing in.Somehow the exponential growth I desired from the business continued to elude me until I realized that I needed to really think outside the box and challenge the traditional “givens” of the product. Thus began a journey of exploring the boundaries of what could or could not be done given the opportunity size on the table. A billion or a couple of billion dollars opportunity was enough to excite most people. I mustered enough support to change the rules of the game both in risk underwriting and operational processes. A B2B Payments program was born. Between 2010 and 2020, I continued on this journey of breaking barriers and going where no employee had gone before, until it was time to move on.The transition from Payments to Payments Technology came with Crunchfish AB. From Business development I moved on to Market development. From Merchants & Partners and to Payment Services, Banks and Payment Networks. An enormous change made easy by the fact that I continue to interact with value focused businesses. I continue to selectively consult enterprise clients as well as technology based startups as a growth partner.