Insights
Notes on founder-led GTM, finite markets and complex B2B.
Most of what I write starts with one of three things:
something I saw in real GTM work
a pattern across deals
a conversation with somebody operating inside the market
The focus is practical:
What works? What doesn’t? And what changes when every important account matters?
Prioritize articles around:
Founder-led GTM
Finite and consolidated markets
Deal intelligence
Account prioritisation
Partnerships
Complex B2B sales
Reputation and access
Why GTM Starts Working and the Founder Becomes the Bottleneck
The strange part of founder-led GTM is that success itself creates more founder work.
Why Mass-Market SaaS Playbooks Fail in Finite B2B Markets
What changes when the realistic market has 500 buyers, not 50,000.
You Don't Only Lose Deals - You Lose Access
Why reputational damage in a small market often looks like silence.
Your Buyer Is Not Always the Real Decision-Maker
How lenders, consultants, boards and other hidden stakeholders can decide whether a vendor is even considered.
Why High-Volume Outreach Fails in Small B2B Markets
The problem is not outbound. It is irrelevant automation in a market that remembers.
Who Should B2B Thought Leadership Speak To?
Why the champion is often the best first reader.
How to Find the "Zone of Silence"
A simple research method for finding important market questions nobody answers well.
The 4 Types of Finite B2B Markets
A working taxonomy for institutional, enterprise committee, tribal and expert-guild markets.