Blog
Working notes.
What we're learning about market entry, ICP and positioning — written while the work is happening rather than tidied up afterwards.
- 12 August 20262 min read
Most companies choose their first market by accident
The decision that shapes two years of go-to-market usually gets made in a corridor, on the strength of one warm introduction.
Market entryPlaceholder - 5 August 20262 min read
Your closed-lost data knows things about markets you haven't entered
Before commissioning research, read the evidence you're already sitting on. Almost nobody does, and it's usually the most useful hour of an engagement.
ResearchICPPlaceholder - 28 July 20261 min read
Your best logos don't travel
The customer names that close deals at home frequently carry no weight in a new market — and one small local reference outperforms them.
PositioningPlaceholder