Many CEOs did a stellar job in leading their companies through the last recession. They made tough decisions. They dieted and trimmed the fat out of the cost line. As a result, they are fitter, healthier and have cash reserves.

However their companies now face a different set of challenges. New markets are emerging and product choices need to be made. Their value proposition needs to be reviewed and the sales and marketing machine needs an overhaul.

We’ve all been there. The CEO stands up, presents his vision of the future.  He outlines the great and detailed plan the senior team has been working on for weeks. There are usually drinks. Everyone is on a high.

Joe is CEO of a mid-sized software company that sells enterprise software to financial institutions. The sales cycles are typically 18 months and there are a lot of decision makers to convince. He is one of those CEOs that staff love most of the time. He runs a good business. There is a pace to it. The financials are always produced on the seventh day of the month. Products are always shipped four weeks after the product software goes to the quality assurance department. Joe is a doer and he expects others to do what they say they will do.

The phrase 'the elephant in the room' is often used yet it's impact is less frequently talked about. Sure we can all play along acknowledging the 'elephant' but not discussing it. However I wonder what impact this elephant ignoring has on growing companies?

Successful market entry is a challenge, whether you are a tiny startup seeking your first market, or a more seasoned entrepreneur searching for growth. In fact history tells us that for every four attempts only one is successful. With these daunting statistics it makes sense to prepare as best you can.

I met a London based software company founder this week, who wanted to chat about the ‘growth rut’ they were in. Let's call him Jack.

Jack’s software company has a good product, he has 19 happy customers, all who bought directly from Jack, who is a classic international road warrior CEO. His company has a good growth opportunity but their positioning and marketing stink.