In this episode of Enabling B2B Buying with Charles Bernard, we highlight empowerment in tech leadership through the story of Joyce Durst, founder and CEO of Growth Acceleration Partners (GAP).

While many CEOs focus solely on growth, Joyce shares how building a strong culture rooted in values, empathy, and customer-centricity leads to long-term business success.

Together, Joyce and Charles explore how a culture of empowerment strengthens teams and sharpens B2B sales in today’s rapidly evolving tech landscape.

• Technology’s Trajectory: Comparing technology’s evolution with the shifting landscape of how people buy.
• The Full Circle of Selling: Selling now favors a relationship-driven model, therefore focusing on the customer’s business problems.
• GAP’s Core Values in Action: Joyce’s “why” is rooted in three values: Striving for Greatness, Being Agile (embracing change), and Investing in People.
• The CEO’s Toughest Choice: Joyce advises entrepreneurs to be bold and stand by their values, especially in challenging times.
• “WAIT” and Sales Rigor: The acronym WAIT (“Why Am I Talking?”) trains sales reps to ask questions and listen first.
• Empathy for the Buyer: When making decisions, caring about a customer’s anxieties is essential.
• Engineers as Consultants: Finally, Growth Acceleration Partners involves its engineers early to eliminate risk and build trust.

• Growth Acceleration Partners (GAP)
• The Happiness Advantage by Shawn Achor
• Gong

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To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com.

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