INDUSTRIES
The method is the same everywhere. The shape of the market it meets is not. Here is how the work bends in each of the eight industries we know best.
01
Motion and retention economics for products sold, not just shipped.
GTM SHAPE
Category cycles run faster than in any other industry, and the motion the market rewards changes underneath incumbents that were built for a different one. Product-led and sales-led are sequenced, not chosen. Retention economics are treated as a first-class part of the system.
02
Fintech, lending, payments, and the compliance-shaped GTM they require.
GTM SHAPE
Buying committees include risk, compliance, and treasury as first-class members, not late-stage blockers. Trust is manufactured through evidence rather than asserted through brand. Deal governance runs alongside procurement rather than after it.
03
Long-cycle selling, distributor networks, and the digitisation of channel trust.
GTM SHAPE
Distribution structure is the shape of the market, and the digital motion is a channel-trust motion before it is a buyer motion. Deals run over quarters, not weeks. The forecast is a property of the system, not a manager's instinct.
04
Regulated buyers, evidence thresholds, and procurement that outlasts quarters.
GTM SHAPE
Evidence is the currency; anything else is preamble. Procurement cycles routinely outlast planning cycles, which is a scoping question, not a complaint. Deal governance and proof-of-value design are inseparable from the sale itself.
05
Category entry, retail architecture, and unit economics that survive scale.
GTM SHAPE
The wedge is the whole strategy in the first year. Retail, DTC, and marketplace channels each impose a different unit economic reality on the same product. Willingness-to-pay is answered in front of the buyer, not in a spreadsheet.
06
Expertise-led firms building repeatable revenue beyond referral.
GTM SHAPE
The offer is inseparable from the people, and the growth question is how to publish an argument that reaches buyers before they need a referral. LinkedIn and reports are the load-bearing surfaces. Repeatability is a positioning problem, not a sales problem.
07
Audience, subscription, and data businesses monetising attention and trust.
GTM SHAPE
Attention is inventory and trust is the margin. The system has to hold across advertising, subscription, and data lines that have different economics but the same audience. Category narrative and editorial are one workstream, not two.
08
Listed companies and pre-IPO scale-ups - see the dedicated practice.
GTM SHAPE
Commercial motion and equity narrative are the same problem viewed from two rooms. Disclosure discipline is a design constraint, not an afterthought. See the dedicated practice.
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