Named models. Real problems.
These are the frameworks I return to most. They're not academic. They're distilled from real engagements — the patterns I kept seeing until they demanded a name.
The GTM Motion Selector
PLG, sales-led, or hybrid — the wrong motion for your product and stage will cost you 12 months and a lot of money. This framework gives founders a clear decision process for choosing the right motion, and the diagnostic for knowing when to switch.
Signal-Led Outbound
Spray-and-pray outbound is dead. The founders winning in 2026 are building outbound motions triggered by buying signals — not calendar cadences. This framework shows you how to identify, stack, and act on the signals that indicate a prospect is ready to buy before they raise their hand.
- —Identify: the 5 signal types that predict purchase intent
- —Stack: combine signals to qualify before you contact
- —Act: build outbound triggers, not outbound schedules
Internationalisation Sequencing
Most founders internationalise too early, in too many markets, with too little localisation. This framework gives you the sequencing logic for international expansion — how to choose your first market, how to enter it, and how to know when you've earned the right to add the next one.
- —Select: the criteria for choosing market one — not market obvious
- —Enter: the wedge-first approach to new market entry
- —Sequence: the proof points that unlock market two
Retention as Revenue Architecture
A 97% retention rate is not a customer success achievement. It's proof that your positioning, onboarding, and value delivery are coherent — that what you promised in the sale is what you delivered in the product.
- —Diagnose: Use NRR as a GTM health metric, not just a CS metric
- —Design: Build the full motion from first touch to renewal as one system
- —Compound: Structure expansion so it flows from delivered value, not effort
Partner-Led Growth
In a new market, you don't have brand recognition, reference customers, or a proven sales motion. A well-chosen partner has all three. This framework shows founders how to use partnerships as the fastest, lowest-CAC route into markets where building from scratch would take two years.
- —Choose: find partners with shared ICP, not just shared logos
- —Enable: build a co-sell motion, not a referral agreement
- —Scale: turn early partner wins into a repeatable channel
The Wedge Entry Model
The instinct to sell broadly is exactly backwards. Before you can own a market, you have to dominate a foothold — one precise problem, for one precise customer, in one precise context.
- —Identify: Find the highest-conviction entry point — where you can win completely
- —Own: Dominate that wedge until proof is undeniable and replicable
- —Expand: Move from a position of earned credibility, not aspiration
The Buyer-User Gap
In B2B, the person who uses your product and the person who buys it are often not the same person. Most GTM motions are built for the user — which means the messaging, sales process, and success metrics are optimised for someone who doesn't control the budget.
- —Map: Identify exactly who uses vs. who buys — and where they diverge
- —Align: Rebuild your messaging and sales motion around the economic buyer
- —Bridge: Keep user advocates without losing budget-holder focus