Paul Finch On Startup Resilience, Sustainability, And The Power Of Curiosity

Paul Finch, co-founder of Growth Studio, is a leading voice in the world of startups and innovation.

For the past three years, Growth Studio has been working hand-in-glove with sustainable startups on the Amazon Sustainable Accelerator. They are now preparing to meet this year’s cohort, so it's a good time to reflect on the success stories of the past.

With a career rooted at the crossroads of corporate transformation and early-stage entrepreneurship, Paul has dedicated himself to helping businesses unlock their growth potential. Through Growth Studio, he has supported nearly 700 startups globally, guiding them to validate their ideas, enter the market, and secure investment. At the same time, he works with corporations to cultivate environments where innovation can thrive, connecting them with emerging technologies and entrepreneurial thinking to build better, more resilient businesses.

After years of working closely with early-stage businesses, Paul has developed a clear understanding of what it takes for startups to survive against the odds and he's now sharing those lessons.

According to Statista, more than 90% of startups in the UK fail within their first year. Only 39% of those launched between 2019 and 2022 are still standing. And yet, there is reason for optimism, sustainable start-ups across the UK and Europe continue to attract investors.

In 2024 PWC reported that investment into UK-based climate tech surged by 24%, reaching £4.5 billion. More strikingly, AI-driven climate tech startups attracted £1.01 billion in funding, a 128% increase from the year before. The UK now claims 22% of all global investment into AI-led climate startups. London in particular has shined globally in recent years, with its climate tech startups raising £2.75bn, the second most in the world behind Stockholm, in 2023. Investors aren’t simply supporting the technology for the sake of altruism. Leading in this space provides massive economic benefits and support for businesses across all sectors.

As Chris Morris, founder of the investment firm Sustainable Ventures told UKTN:

“The only way you drive change…is by providing a solution that is economically attractive.”

Oxford Economics projected that the green economy, which includes but is not limited to climate tech, will contribute $10.3tn to the global GDP by 2050.

What brings longevity?

Paul Finch believes it’s not enough to simply build a good product. Long term success comes from building the right business for the right market at the right time, driven by a deep understanding of your customer, a clear narrative, and a strong sense of community.

Product-Market Fit

Despite the hype, sustainable startups still face skepticism from investors. To overcome that, Paul insists that it should be a priority to show your Product-Market Fit (PMF).

“Investors want to see a solid, scalable business model, with data rich evidence and importantly, a clear road to having Product Market Fit (PMF). In effect this means demonstrating that your business has identified a market need and built a product that customers not only want but are willing to pay for. ” Paul explains.

Paul advises that founders must be laser focused on what their PMF looks like now, and in the future. He suggests to think like an investor and ask yourself 5 important questions.

Firstly, Identify a Clear Problem or Opportunity.
What real-world challenge are you solving? Is this issue persistent and meaningful enough to build a business around?
You Must Understand Your Audience
Target a well-defined group with an urgent need. Know what they want and what they’re willing to pay for it.
Test with an MVP
Use a minimum viable product to validate interest and gather feedback early.
Be Cost-Conscious
Understand every cost, from talent to materials, and be prepared to defend your margins.
Track Success
Metrics show traction. Retention rates, repeat purchases, and engagement numbers are your best arguments to investors.

Customer Obsession is Your Secret Weapon

Paul’s most successful startup alumni share one trait, customer obsession. They build strong relationships and they value feedback. Not only at the outset of the business but all the way through. Paul reminds founders that,

“If treated well, early customers will become advocates and ambassadors for your business.”

He suggests this is done in a multitude of different ways.

Start by building detailed persona profiles: think age, where they live, how they behave, and what makes them tick. Then back it up with solid market research. Simple things like surveys can offer clear direction for your business and provide trustworthy data to show investors you’re onto something real. Don’t ignore your competitors either. Take time to understand who they are, what they do well, and where they fall short. It’s also worth getting out there and meeting your customers face to face, especially if you’re in the B2B world where building relationships early can make all the difference. And remember, no customer base stands still. Tastes change, markets shift, and new trends emerge.

It Takes a Village And The Power of the Community must be harnesses

Paul reminds founders that,

“The entrepreneurial sustainable ecosystem is a more collaborative, supportive, and dare I say it, kinder one, than other sectors. However it's also true that not enough founders take full advantage of this collective generosity."

There is a vibrant ecosystem of community networks and business groups to become part of. These are so useful for insights, data sharing and learning from founder success stories and case studies. It’s also great to know you are not alone in some of the challenges and struggles you face.

For example Climate Connection, People, Planet, Pint Women in Sustainability and Green Angel Syndicate run plenty of events connecting like-minded founders and investors.

Storytelling is Required

“ One of the biggest barriers to conversions - whether sales, investment or growth - is an inability to articulate the vision and value of a solution. From media to investors, humans are naturally drawn to stories, narratives and tales with a meaningful, interesting or topical thread.”

Paul’s storytelling tips:

Start with a clear and succinct identification of the planetary problem you are trying to solve, or the opportunity gap you have realised. If your solution has been inspired by a personal experience, event or insight then share that too.

Present your pitch in a way that will resonate with human emotions. Work on a compelling brand identity backed up with solid, robust data.

Founders with a background in engineering or technology need to understand that customers and investors won’t value the clever intricacies of your technology. They care about the impact your startup could have on the world, why it will sell and whatever makes it unique, memorable and disruptive.

Practice and improve your pitch to the most cynical audience until you see it landing well.

Stay Curious

“Whilst on your all-encompassing startup journey, it's so easy to become tunnel visioned, getting trapped in your own business universe. But find time to do the opposite. Embrace your entrepreneurial curiosity and make it a super power”

Sometimes, the most impactful and lucrative solutions come from the conversations you have with customers or suppliers. People are always keen to share honest thoughts and creative ideas and what’s more they’re absolutely free.

Beyond customers themselves, monitor what other brands are doing in your own and other sectors. Creative industries do this well. For example, when on the search for new advertising or PR campaign ideas, agencies brainstorm ‘displacement’. The application of borrowed approaches from one completely unrelated sector to your own. It’s a great tactic to keep thinking fresh and inspiration high.