Field Notes.
Our insight on go-to-market.
Thinking on positioning, go-to-market and what makes growth work.
8 min readYour website sells a category. Your buyer is hiring a job.
A recognizable category can still hide the progress a buyer is trying to make.
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9 min readBefore you have a motion, you run actions.
A busy calendar can produce outputs for months without producing a repeatable path into the market.
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8 min readThe new tactic is not the answer. Find the slowest machine.
The fastest way to add complexity is to solve every symptom at once.
Read9 min readYour ICP is not a list of companies. It is a set of urgent situations.
A company can fit the profile perfectly and still have no reason to change.
Read8 min readSometimes reputation is the motion.
Reputation can pre-sell a point of view long before it produces a visible lead.
Read9 min readWhen the constraint moves, the operating model has to move with it.
The operating cadence should reveal the next constraint instead of defending the last plan.
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