The C-Suite’s Most Overlooked Playbook for Creating Growth

Jereme Baker, Founder & CEO at Baker Law Group, and Maureen Berkner Boyt, Founder & CEO at C2IQ Inc., share why people are the lifeblood of growth. They detail how culture, values, and incremental improvement keep teams thriving. They also discuss the data and skills behind change resilience. Together, they demonstrate how human connection can become a competitive advantage.

Growth plans often miss the most reliable driver of performance. In this conversation, Maureen Berkner Boyt, Founder & CEO at C2IQ Inc., explains why people are the lifeblood of sustainable results and why leaders must center decisions on human needs. Jereme Baker, Founder & CEO at Baker Law Group, notes how values, culture, and daily improvement translate into lasting client outcomes.

Together, they connect change resilience and fundamental neuroscience to everyday execution and retention. Their message is practical and urgent. People strategies create the conditions for focus, adaptability, and better service. Ignore them, and you invite churn and stalled initiatives that slow revenue growth. Embrace them, and you build momentum that compounds month after month.

“If you want to succeed in business, if you want to grow, if you want to be profitable, you have to center it around the humans.” — Maureen Berkner Boyt

The interactive podbook below contains:

Jereme Baker and Maureen Berkner Boyt’s introduction video
Full Episode video, audio, transcript, and article
8 Q&A Videos + 1 Summary Article
2 YouTube Shorts Post
1 Episode Highlights Video Post

Article: “The C-Suite’s Most Overlooked Playbook for Creating Growth”

This article is based on an interview with Jereme Baker, Founder & CEO at Baker Law Group, and Maureen Berkner Boyt, Founder & CEO at C2IQ Inc.

Culture Is A Ten When Revenue Depends On People

Service businesses tie revenue to human delivery and relationships. Jereme is unmistakable on the stakes. “Well, it has to be a 10, right? I mean, it is vital,” because people power marketing, sales, delivery, and client communication. Teams that trust the culture stay longer, grow faster, and serve clients better. He adds, “You have to give them a reason to want to stay,” pointing to values and belonging that outperform compensation alone when it comes to commitment and performance.

Leaders who recruit for fit and openly share their values reduce friction across the client journey. Expectations are clearer, and communication improves. That shows up in fewer billing disputes, stronger collaboration, and more proactive problem-solving. Culture is not a poster or a page on the website. It is the set of daily choices that shape how work gets done. Treating culture as a ten means funding it, measuring it, and modeling it in every meeting.

Build Change Resilience And Connection To Sustain Performance

Change is accelerating, and employees feel the strain. Maureen explains why leaders must address the human side of execution with intention. “If you want to succeed in business, if you want to grow, if you want to be profitable, you have to center it around the humans.” Belonging is a fundamental safety need, and without it, people tend to slip into a state of fight or flight, resulting in a decline in performance. “We really need to address change resilience skills and human connection skills,” because these help teams cycle through change and return to productive habits.

Jereme adds a practical lens on pacing. He has learned that too many shifts at once create confusion and burnout. A mindset of incremental improvement lowers resistance and builds confidence. Hiring for improvement, setting a small number of priorities, and reinforcing simple rhythms help teams adopt new tools without overload. Connection and resilience are not nice to have. They are work skills that protect scarce energy and keep projects moving forward.

Use AI To Remove Routine And Unlock Higher Value Work

Both leaders see AI as a force multiplier when applied with care. Offloading routine tasks frees people to tackle higher-value projects that improve results and morale. Top performers who are client-facing and technically strong reduce issues, retain clients, and maintain clear communication. That only happens when there is capacity to prepare, follow up, and think ahead. AI can create that capacity by reducing repetitive work and speeding research.

AI also raises the bar for people leadership. HR can shift time from administration to strategy when repetitive tasks are automated. This provides an opportunity to collaborate on capacity planning, skills mapping, and career paths that align with business objectives. The result is better alignment between what leaders want to achieve and what teams can deliver. Technology should remove friction so people can do the work only humans can do well.

Conclusion

People become a real advantage when culture is treated like a ten, change skills are taught, and tools remove friction. Jereme Baker and Maureen Berkner Boyt show that growth compounds when leaders hire for values, share those values openly, and pace change with discipline. The path is simple, even if it is not easy. Invest in culture, connection, and resilience. Use AI to create space for higher-value work. Do these consistently, and revenue resilience improves because engaged teams create better client outcomes every day.

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Steven MacDonald

Steven MacDonald is the founder of Content Strategies, CEO of a MarTech SaaS Company, fractional CMO consulting with leading B2B companies and former Director of Strategy and Client Service at top ten digital marketing agencies.

Follow Steve on LinkedIn.

Steven MacDonald

Follow Steve on LinkedIn.