Land Life is a technology-driven nature restoration company that restores landscapes degraded by wildfire, overfarming, and urbanization. The company combines proprietary remote sensing, machine learning algorithms, and hardware solutions to deliver end-to-end restoration projects spanning 40 years, monetized through voluntary and compliance carbon markets. With seven validated project design documents on Verra, Land Life has built a business model that requires customers to believe the company will exist for decades. In a recent episode of BUILDERS, we sat down with Rebekah Braswell, CEO of Land Life, to explore how the company navigated from global pilots in Saudi Arabia and the Galapagos to focused geographic operations, evolved its customer base from experimental tech buyers to conservative insurance companies, and repositioned its entire value proposition when climate dropped off corporate priority lists in 2024. Topics Discussed: Land Life's shift from selling technology components to customer-driven A-to-Z project delivery Remote sensing dashboard that assesses ecological, operational, and economic feasibility before land visits Securing environmental attributes while keeping land locally owned by landowners Machine learning algorithms for determining optimal tree species, placement, and timing Evolution from tech company early adopters to asset managers, financial institutions, and energy providers The 2024 market standstill: how tariffs and defense spending displaced climate on corporate agendas Strategic repositioning from "climate" to "resilience" language that connects to infrastructure and defense Targeting biogenic customers in timber and agriculture with supply shed restoration strategies GTM Lessons For B2B Founders: Let customer requirements redefine your product scope: Land Life initially sold discrete technology—cocoon hardware and software tools—to corporations. Buyers consistently responded: "great tech, but we sell shoes online for a living. I need a full project, A to Z." Rather than insisting on their original product definition, Rebekah agreed to plant trees and hire contractors despite "knowing very little at the time what it actually took." The company evolved from a technology vendor to a full-service restoration provider because that's what buyers would actually purchase. B2B founders should recognize when customer feedback reveals a larger market opportunity than their initial product scope, even if delivery capabilities don't yet exist. Target buyers whose operational experience mirrors your delivery complexity: Land Life struggled with tech companies despite strong initial traction because these customers operated on "much shorter term economic cycles" incompatible with 40-year projects. The company found stronger fit with financial institutions, insurance companies, and energy providers—buyers Rebekah described as "familiar with asset management, familiar with physical operations" who could "identify with some of the cycles that we have to manage in terms of planting windows." She told her team: "you know you have a business when an insurance company starts buying your product. These are conservative buyers." B2B founders with long implementation cycles, physical operations, or asset-intensive models should prioritize buyers with analogous operational complexity rather than chasing early adopters who lack relevant mental models. Build transparency infrastructure as core product, not marketing: For customers committing to 40-year relationships, Land Life addressed the fundamental trust problem through systematic monitoring and data sharing. Rebekah identified the specific perception barrier: "people have this image that people are just going out and planting trees and there's no accountability." The company's response wasn't better sales materials but "a data focused and transparent process" that continuously validates project performance. B2B founders selling long-term commitments should invest in measurement and reporting systems as primary credibility drivers, recognizing that transparency infrastructure is product, not overhead. Adapt positioning to buyer priority shifts without abandoning core value: When climate investments "came to a standstill for six months" in 2024, Land Life didn't pivot its business model—it reframed its language. Climate "just dropped on the priority list" as corporations focused on "AI, defense and tariffs." The company shifted to "resilience" positioning that "doesn't use the word climate in it" but connects to infrastructure, defense, and supply chain concerns. Critically, this wasn't invented messaging—Land Life had internally called their engineers "resilience engineers" for years because "you can't bet one climate scenario." B2B founders facing external market shifts should mine existing internal frameworks for language that naturally aligns with new buyer priorities rather than forcing artificial repositions. Expand value proposition beyond primary category benefit to operational impact: Land Life evolved from pure carbon sequestration sales to showing customers how restoration addresses their core operational risks. For biogenic customers—"people who work in timber, food and agriculture"—the pitch became: "if you're surrounded by a degraded ecosystem, it will eventually encroach" on your supply chain. Rebekah explained: "it's not just enough to have a robust supply chain like your field for example. Great that things are healthy there, but if you're surrounded by a degraded ecosystem, you know it will eventually encroach." This connected restoration directly to supply shed stability and de-risking rather than relying solely on carbon credit value. B2B founders should identify how their solution protects or enhances customers' existing operations, not just deliver category-specific benefits. Pursue partnerships to reach scale thresholds faster than organic growth allows: Rebekah emphasized that achieving buyer-required scale through partnerships is now essential: "buyers are looking for scale and it is hard for us, who are in nature based solutions and physical assets, to achieve that overnight." She advocated for "constructive and innovative partnerships where you can bring that scale to buyers, whether it's organic or just through partnering" as the path to "play at a different level." The sector signal is clear: "they want bigger volumes, they want stronger suppliers, and that path goes a lot more quickly when you partner, as opposed to trying to do it alone." B2B founders in capital-intensive or operationally complex businesses should view partnerships as strategic accelerators to reach minimum viable scale, not just growth tactics. // Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co // Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM
