Going to market via a platform ecosystem
Doubling-down on a single platform and training partners led to our acquisition, but it almost didn't happen.
Why you need a jobs-to-be-done map
How to build customer empathy by understanding the process they follow to achieve job completion and success.
Sell more, faster with triggers and motivations
How to understand your customer's contexts and what drives them, and use that insight in marketing and sales.
Applying second-order thinking in go-to-market strategy
Examining consequences and implications to make better decisions - and how to prevent backlashes by bringing your teams along the journey.
Don’t be a “conveyor belt” team
How to use strategy, goals, validation, and communication to avoid significant failures, and continually get better.
What’s your competitive differentiator?
Don't just wing it: discover why you matter to your customer and understand how your value aligns with the human need for self-actualization.
Buyer personas are discovered, not created
Learnings from a failed product launch, what a buyer persona should achieve and contain, and a simple process to craft personas that actually exist.
Good go-to-market should discriminate
Everything – from your website to your sales experience to your roadmap – should qualify ideal prospects in, and disqualify bad-fit customers…
Your biggest competitor is not who you think it is
You probably have a good idea on how to win against your top competitor. But what alternative solutions are you competing against at the top…
Using sales decks as a conversation tool
Sales decks are often just static presentations, but are most valuable when they encourage an open dialogue. See how we built a deck to…