How to Identify the Heartbeat of a Business

"I love speaking to the founder because I think so often the heartbeat of the business is everything that the founder cares about," she says. "So if you can grab a hold of a founder and get them to talk about everything they're most passionate about instantly, you've got insight to the heart of the business" She adds: 'A sales team could be really, really useful for sales copy because they can actually give you the objections they're hearing most'