For B2B founders and go-to-market leaders, seed through Series B. I find what actually moves your buyers — and build the go-to-market that acts on it.
They hit a point where the way they're currently getting something done stops working well enough. That struggling moment is where demand actually begins — and it's the one thing your funnel can't see.
Conversion data tells you a deal died. It won't tell you the buyer was never going to move, or that your message was aimed at a struggle they don't have, or that the thing blocking them had nothing to do with your product. By the time someone reaches your pipeline, the interesting decision has already been made somewhere you weren't watching.
Find the struggling moment and you find the market. Miss it and you're writing messages aimed at people who aren't looking for anything.
Understand the decision, design for the progress the customer is trying to make, then build growth that feeds itself instead of resetting every quarter.
Understand why buyers think, feel, and decide — including the forces that keep them exactly where they are.
Design experiences that move customers forward at every step, from the first struggle to the decision to buy more.
Turn the funnel into a loop — where each cycle produces the input for the next instead of starting from zero.
The right instrument is set by one question: do you have buyers you can actually talk to? Everything else follows from that.
You can't interview customers you don't have yet. Synthetic buyer research against your full buying committee, ending with positioning — or the complete founder-led go-to-market built on it.
You have customers, churned accounts, or lost deals worth interviewing. Real buyers, structured discovery, and positioning you can defend in a board meeting rather than one you're still testing.
Growth is working but you can't tell whether it compounds — or a funded competitor just shipped your feature set. Test whether the engine turns at any stage, and once you're past raising the A, what holds when someone comes for it.
Not sure which fits? Compare the methods → Fifteen minutes is usually enough to work it out, and "you don't need research yet" is a fine outcome. Earlier than all of this? run the free Business Loop Diagnostic — eleven questions on which growth loops are available to you right now, with the result on the page and no email required to see it.
Both clients agreed to publish the complete report — method, archetypes, verbatims, and findings. Read them before you decide whether any of this is worth paying for.
A pre-PMF compliance platform serving multiple industries, with no way to choose between them. Six founder hypotheses taken to a four-role buying committee, producing a category frame and calibrated Asks.
NarrioFour leadership archetypes in mid-market B2B SaaS, then a complete founder-led motion: per-persona positioning, outbound, comment hooks, inbound themes, and landing page copy.
Separately, I run the moats and loop instruments in public — posted, written about, and open to argument — so you can judge the analysis before you buy it. Public analyses. Not client work.
The instruments are productized, but the thinking isn't proprietary. Courses, six JTBD interview guides published in full, and two free newsletters — one on demand, one on defensibility.
Not sure which of the six to run? Start from what's actually going wrong and the interview follows from the symptom. Earlier than that, arguing about whether to change course at all? Five questions before you turn the dial.
Behavioral research on demand across the Cycle of Customer Progress. Seasonal, five to six issues at a time.
Defensibility, loops, and the moats that turn out to be walls around empty ground.
Whether you need research, which method fits, or whether you need research at all. If the answer is that you don't, that's a fine outcome for a short call.