My guest today is Sid Malladi, founder of Novo. Behind every product, from wine to lumber to steel, is a complex web of B2B relationships, built slowly, at high cost, and constrained by risk. Novo aims to change that by building a digital network that accelerates onboarding, visibility, and trust. In this conversation, Sid takes us through that journey. We discuss the frictions that define B2B trade, the cold-start challenge of building a network from scratch, and how Novo approaches trust like a FICO score for businesses. We also explore the broader macro forces shaping supply chains today, from tariffs to AI, and why the most resilient companies are those creating deeper, more flexible webs of trade relationships.

For the full show notes, transcript, and links to the best content to learn more, check out the episode page HERE.

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Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com).

Show Notes

(00:00:00) Welcome to Making Markets

(00:01:04) Introduction to Novo and B2B Trade

(00:03:05) Challenges in B2B Trade Partnerships

(00:08:16) Novo's Digital Network Solution

(00:11:19) Scaling and Network Effects

(00:17:14) Operational Efficiency and Revenue Growth

(00:19:19) Macro Forces and Technology Adoption

(00:24:38) Consumer vs. B2B Dynamics

(00:24:58) Credit Networks and Margins

(00:25:59) Building Private Networks

(00:26:51) Early Discoveries and Business Models

(00:28:02) The Role of Centralized Data

(00:31:11) Risk Management in B2B Trade

(00:31:51) Novo's Approach to Risk and Visibility

(00:35:11) Integrating with Government and Private Systems

(00:38:04) Challenges and Opportunities in Trade Networks

(00:43:27) Adapting to Market Volatility

(00:46:42) Future Plans and Expansion

(00:49:09) Industry Outlook

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