Aaron Cruikshank, President of CTRS Market Intelligence, spent his career proving one bold truth: the companies that win are the ones brave enough to look outside their own walls for answers. In this episode he breaks down why most organisations quietly fail at due diligence research, how community of practice turns competitors into collaborators, and why business psychology quietly decides every sale long before the pitch begins.

🔹 The Blind Spot Every Company Ignores
🔹 Borrowing Brilliance Through Community Practice
🔹 The Psychology Hiding Behind Every Sale
🔹 Thinking Fifteen Years Beyond Today

From market intelligence and best practices to long term strategy and decision making, this conversation reframes how leaders should research, plan and grow globally.
You can get in touch with here on LinkedIn: https://www.linkedin.com/in/cruikshank/
Website: https://www.ctrs.co/

We hope you enjoyed this episode!
- Nicole West and the New Perspective Podcast team

Connect with me here:
LinkedIn: https://www.linkedin.com/in/nicole-west-npc/
Website: https://npcnh.com

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New Perspective is a podcast about what it really takes to make organizations work. Hosted by Nicole West, Founder of New Perspective Consulting, each episode goes behind the polished success stories to explore the challenges leaders actually face while growing businesses, leading teams, implementing change, and trying to make things work better.
Nicole sits down with founders, operators, executives, and other leaders to unpack the moments when something wasn't working as expected: the initiative that stalled, the process that no longer fit, the team that needed a different approach, or the growing business that suddenly became harder to manage.
The conversations aren't about having all the answers. They're about asking better questions: What was really getting in the way? What changed? What did you learn?
And what might another leader do differently because of it?
If you're responsible for leading through growth, change, or complexity - and you've ever thought, there has to be a better way to do this - New Perspective is for you.