Resources
Writing on commercial architecture for B2B SaaS and Enterprise AI scaleups. One framework for displacing whatever your buyer does today instead of buying you, and a set of pieces on the places revenue actually gets stuck: the missing budget line, the sponsor's personal risk, the pilot that proves everything and funds nothing. Drawn from twenty years of enterprise deals, won and lost.
Three questions to name what you are up against, then seven moves for displacing an incumbent you cannot out-build, run in strict order. Map the fortress, find the dependency it rests on, locate the fragility, weigh the motivation, pick the ground where their every defence costs more than yours, force the fork they cannot answer cheaply. Then the move most challengers skip: confirm the customer will actually move.
Read the framework →Many lost deals never reach a competitor. Three questions about your segment show who will fight to keep things as they are, who will drive the change, and where the 7M moves should aim.
Read →Adobe offered twenty billion for the company beating it, then paid a billion to walk away. Figma never tried to out-Adobe Adobe. It changed the battlefield to ground the leader could not step onto. This is where the model came from.
Read →AI-native challengers have six of the seven moves right against seat-based pricing. Then the deal stalls, and not on price. On the buyer's need to explain the price upstairs.
Read →There has never been more enterprise AI budget and it has never been harder to reach. A line has an owner and one approval. A pot has holders, and none of them planned to spend it on you.
Read →Back a new agent and a failure has their name on it. Back nothing and nobody asks. A better payback number raises the company's upside, and the company's upside was never the problem.
Read →A proof of concept ends in a funded project. A pilot ends in a report. Six months, real savings, nobody arguing with the findings, and no decision waiting on the other side of it.
Read →Everything above comes from deals I ran or watched. Useful as a lens, but it is still somebody else's data. The work starts by reading yours: which deals you actually win, what they share, and where the revenue is leaking. One question, one instrument, no charge.
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