Ideas for the
decisions ahead.

01Expansion · 9 min read

New markets punish borrowed conviction.

Most pipelines are full of the wrong customers.

Deals are not lost at the end. They are lost at the start.

Sequencing beats speed.

The second market is the hardest.

Win rates lie.

Heroics are a process failure.

Price is a position, not a number.

Your loudest customers are not your best.

Enter narrow. Win whole.