We help technology companies commercialize.
Most early technology companies are making enormous bets on almost no evidence.
A solution built for a problem nobody has, followed by a worldwide hunt for someone willing to buy it. A price picked by looking at a competitor who was also guessing. A roadmap that's really just the last five customer conversations. Money going out the door on things nobody has questioned in a year.
That isn't carelessness, and it certainly isn't stupidity. Most founders have never worked anywhere that did product management properly, never watched real customer research happen, never run a commercial team. Nobody showed them. So they work it out from scratch, which is slow, expensive and usually wrong.
Then somewhere around a million, it stops working. Revenue's growing and nobody can quite explain why. Costs are climbing faster than income. Every decision that matters still comes back to you. And the board has started asking questions that don't have answers yet.
We've been on that side of the table. It's a horrible feeling and it's completely normal.
That's usually the point where somebody calls us.
The work is yours. So is the credit.
We're not in this to be visible. We get into the detail, own it alongside your team, and then leave the capability behind when we go. When it goes well, it's your win with your name on it, which is exactly how it should be.
Which does mean you won't find client names or case studies here. So instead we put the thinking out in the open. The patterns we keep running into, and the tools we use to get through them. Take them, use them, no strings.
Four things, done properly.
Where to play and how to win
Which market, which customers, which problems, and crucially what you're not doing. Real strategy has things crossed out. If nothing's crossed out, it's a wish list with a nice cover.
What you're actually selling
Proposition, positioning, packaging, price. The gap between what you built and what somebody will pay for is where most of the value in a technology company gets won or quietly thrown away.
How you find and keep customers
Product management, research, design, go to market, retention. We set the habits up, run them with your team until they hold, then go. Taking the capability home with us would be a pretty poor way to do business.
Where the money goes
Allocation, runway, unit economics, grants, getting ready to raise. Not accounting. Deciding what gets funded, what gets cut, and being able to look someone in the eye and defend both.
Three kinds of company.
Scaling technology companies →
Roughly one to five million in revenue. The product works, the customers are real, and everything that got you here has quietly stopped working.
Deep tech and research spinouts →
Real technology, often patents, usually a year of funding and instructions to go and be a company now. Brilliant science, no commercial muscle yet.
Companies crossing borders →
Doing well at home, now looking at a market twenty times the size that won't forgive a single assumption you brought with you.
Where to start: Ground Truth.
A full commercial analysis of your business. Both of us, everything we know, pointed at everything you've built. Strategy, proposition, pricing, product, customers, go to market, money and how decisions actually get made, from the inside and from the outside looking in. You get the honest version in writing and a session where you get to argue with us about it.