Tech
There is no playbook for your category yet. That is the opportunity.
Your category has no search demand, because buyers don’t know what to call what you make. Founder-led sales found your first customers. The playbook that scales past the founder doesn’t exist, and there’s no competitor’s to borrow.
The founder sold the first ten. Nobody knows how to sell the next hundred.
You don’t need competitors to copy. We learn your market well enough to write the playbook it doesn’t have yet.
01
Founder network
Early customers came from who the founder knew.
02
Problem education
Buyers must learn the problem before the product.
03
Evaluation
No shared criteria, so every deal re-explains the category.
04
Pilot
Proof of concept before any budget.
05
Contract
Signed by someone who wasn’t in the first meeting.
06
Expansion
Where the real revenue is, if the story holds.
The buyer
Buyers learning the category as they evaluate it.
Most can’t name what they’re looking for.
The cycle
Months, with pilots.
Education is part of every sale.
The channels
Founder networks and investor introductions.
That list runs out.
You can’t capture demand that doesn’t exist yet. Someone has to create it, and it should be you.
Failure 01
Nobody is searching for you.
Search and paid programs built for existing demand find nothing to capture.
Failure 02
The story lives in the founder’s head.
New sellers can’t tell it the same way twice.
Failure 03
Marketing copies adjacent categories.
Borrowed messaging makes a new category sound like an old one.
Failure 04
Sales can’t scale past the founder.
There is no pipeline process, only relationships.
Create the demand, then build the machine to capture it.
Category work first, capture second, operations throughout.
First thing we’d look at
How your first customers found you, and why they said yes.
Your first deals hold your real value proposition, usually in words your founder has stopped noticing. We interview those customers before we design anything.
Categories still being defined.
How emerging categories get customers.
Tech · Playbook
Demand creation for a category nobody is searching for yet.
Building awareness and pipeline when search volume is zero.
Tech · Industry POV
Why founder-led sales stops working, and what replaces it.
The point where relationships run out, and the system that takes over.
Let’s Talk
Tell us about your market.
Bring what you know about how your buyers buy. We’ll bring what we’ve seen work in markets like yours, and what we’d look at first.
Book a consultation