“A leader is one who knows the way, goes the way, and shows the way.” This principle—articulated by leadership expert John C. Maxwell—sits at the heart of Verticon Strategy, a new consulting practice launched to help new and existing hospitality suppliers navigate the industry’s complex ecosystem and scale the right way. Hospitality suppliers with innovative products often struggle to scale not because of quality, but because of the industry’s intricate web of brand standards, procurement rules, ownership groups, and distribution partners.