Decode your Customers: Understand, Connect, Convert

Barclays Eagle Labs Scotland runs a half-day working session at CodeBase on the thing most early-stage founders get wrong: they treat stalled revenue as a sales or marketing problem when it is a customer problem. Sid Kathirvel of Unlock Growth leads it across three stages - why customers actually switch, turning that into positioning and messaging they recognise, and spotting the moment someone is ready to act. Kathirvel has spent 25 years on revenue ceilings and mentors founders through Barclays Eagle Labs, CodeBase Techscaler, Geovation and Edinburgh Innovations. He stays on afterwards for a round table on attendees' own problems. Free and in person, 09:00 to 12:30 at CodeBase, 37a Castle Terrace. You leave with a messaging framework you can use on a website, a pitch and a sales call. Why go: Edinburgh has plenty of founder breakfasts and few sessions that make you rewrite your positioning before lunch. Best for pre-launch and early-revenue founders who cannot say why growth stopped.