Field notes
What we learn on live engagements — attribution, positioning, demand — written down while it is still true.
Go-to-market thinking across strategy, brand, product, digital, and demand, informed by your industry and the decisions in front of you.
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Most market sizing is arithmetic performed to justify a decision already made. This guide covers how to size an opportunity you can actually defend: what primary research adds that analyst reports cannot, how to build TAM, SAM and SOM without inflating them, and how to present the result to a board that will ask hard…
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Buyer interviews only change strategy when they are done properly. This is our working method: how to recruit the right people, how to design questions that surface what…
Competitive analysis is worth doing only if it changes what your sales team says on Tuesday. This covers the full method — defining the real competitive set, tearing…
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