The Adjacent Distribution
The best distribution channel for a new product is often one that already exists for a related problem — and has already done the education work.
Gtm
The Dual-Cluster Document
Some documents appear in two distinct buyer clusters. That's not a complication — it's a signal worth paying attention to.
When No Tool Isn't Enough
An absent AI tool is a necessary condition for opportunity. It's not a sufficient one. The buyer matters as much as the gap.
The Cluster Entry Problem
When multiple document types share a buyer, which one do you build first? The answer isn't the biggest one.