The art of successful startups isn't just in building the right product—it's in listening, pivoting, and solving real problems.

In this episode of Audience 1st Podcast, I sat down with James Farrow, co-founder of Cyft, to explore the intricate dance of startup growth, MSP market demands, and the mindset shifts required for success.

We covered everything from Cyft’s pivot from the MDR market to MSPs, to how a single user interview transformed the company’s trajectory.

James opened up about the emotional and operational challenges of building a startup, including how personal relationships fuel professional growth.

He also shared his mental models for approaching complex decisions, including first-principles thinking and inversion, and gave a glimpse into what’s next for Cyft as they scale their offerings.

This conversation is one of the more raw episodes I've had with a special guest, insightful, and packed with actionable advice for anyone building a business, especially in B2B tech.

Whether you’re pivoting, scaling, or just trying to stay true to your mission, James’ journey is a blueprint for thoughtful growth.