With 2025 in full swing, Targa is sharpening its focus on how we grow. T-Max 2025, our annual executive summit, helped us meld long-time tools with what we have yet to discover. If you’re in marketing, sales, or leadership, here’s what we’re prioritizing and how you might apply similar strategies in your vital roles.

For starters, I built the bulk of our agenda on feedback from my 2024 Eval / 2025 Goals survey that I personally conducted with every team member. Our team’s talents and goals have a tremendous impact on our leadership’s priorities. My compass centers on reconciling what we can become, paralleled with who each of us is today. My convictions drive my close attention to this balance for creating our culture’s sweet spot. These 4 discoveries emerged from our time together at T-Max:

1. Building Business while Maturing Culture

For us, growth isn’t about stacking headcount—it’s about developing the team and the systems that sustain long-term success. Our goal isn’t just to expand but to refine how we work, who we work with, and how we create value together.

Nurturing culture in a 2025 business landscape:

• • Building our talent pipeline intentionally – Promoting from within while selectively hiring external expertise where needed.
  • Sustaining our creative culture – Growth cannot and should not dilute what makes a team great. We’re reinforcing collaboration, agility, and iterative problem-solving.
  • Strengthening leadership pathways – We’re evolving our mentorship and delegation models to empower emerging leaders.

2. Client Stewardship: Adding More Value, Not Just More Services

It’s tempting to chase trends and expand services—but we’re doubling down on what we do best. That means refining our Unique Value Proposition (UVP) and ensuring our clients get strategic, high-impact marketing support.

What this means for marketers and decision-makers:

• • Focus on differentiation. Don’t just add services—refine what makes your brand indispensable.
  • Evaluate your audience strategy. Are you truly speaking to your best-fit clients, or trying to be everything to everyone?
  • Think beyond branding. What gets lost in the translation of telling your brand vs. hearing your brand? We marketers get in our own way far too often. Simplicity is meaningful and rejuvenating. Put another way: Branding isn’t just storytelling—it’s clarity, resonance, and relevance.

3. Shifting from Pricing Strategies to Value Strategies

One of our biggest priorities is to maintain and optimize our 22+ year clear and concise value models. We continually seek out best value-centric solutions, culminating around performance and results.

Ask yourself whether your perceived value matches your customers’ perceived value. More importantly, when perceived value doesn’t match (which is far too prominent in many business pricing models), how quickly and easily can you align with your stakeholders? Bridge perception gaps with timely and transparent communication. It all boils down to one word: trust.

4. Creative Leadership: Keeping Teams Agile

As we continue to evolve, our leadership approach must evolve with us. The best leaders don’t just execute—they confront chaos with curiosity, collaborate on workflows, and enlist the full team to help them remove obstacles.

At Targa, we’ve seen stronger leadership when we shift from direct execution into mentorship, process refinement, and a culture of curiosity.

For Leaders Looking to Scale:

• • Delegate by example. Empower your marketing support and sales teams with clear growth paths instead of just handing off tasks..
  • Encourage a “fail-forward” culture. Creative teams thrive when they’re given the space to experiment without fear of failure.
  • Refine, don’t over-polish. Real-world feedback is more valuable than over-engineering campaigns in a vacuum. The best campaigns evolve in motion—constantly adjusting to real-world feedback instead of stalled and stagnant.

Want to See Us in Action?

T-Max 2025 laid the foundation for intentional growth, where team development fuels business expansion—not the other way around. Whether you’re scaling your own team, refining your marketing strategy, or optimizing operations, the key takeaway is this: growth is a byproduct of well-developed people, processes, and positioning.

Want to see our T-Max takeaways in action? Let’s talk about how Targa can help your team scale with agility and impact.