Ideas That Change How You Compete
Perspectives on go-to-market strategy, authority, and why most B2B firms are losing on positioning before the conversation even starts.
Bonking on the Climb: What Endurance Racing Teaches About GTM Diagnosis
A brutal, too-fast start at a mountain bike national championship becomes the frame for why sales and marketing "stalls" get blamed on people instead of diagnosed properly. The real diagnostic covers five dimensions — Insight, Positioning, Messaging, Sales, and Ecosystem — the same five diagnostics the Apex Authority Engine runs on. Skip the diagnosis, and you don't fix the bonk. You guarantee the next one.
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Three Ways GTM Goes Wrong (Misdiagnosis Is Only the First)
Diagnosis malpractice mistakes a GTM problem for a functional one. Prescription malpractice borrows someone else's playbook without checking if it fits. Implementation malpractice lets even the right plan die of neglect. All three trace back to one thing: nobody owns the integration between sales, marketing, and customer success — because the CEO is the only one who can.
Diagnosis Is the New Discovery
Most sales discovery calls function like interrogations — questions fired at a prospect who answers the way they think they're supposed to. Replacing discovery with a structured diagnostic session changes the dynamic entirely: the client gets a real report on their go-to-market, and the resulting proposal fits them instead of a template.
When the Product Isn't the Moat, Go-to-Market Is
AI has made products easy to copy and data easy to extract. What's harder to copy: the way a company's sales force makes a buyer feel. Two career stories — an early managed-hosting startup and Apple's "out-of-the-box experience" obsession — make the case that go-to-market, not features, is the moat that holds.
Strategy Is Not War. It's Love.
Borrowing from MIT's Arnoldo Hax and his Delta Model: the case for a customer-first strategy over a competitor-first one — lock in customers by being indispensable to them, not by outmaneuvering rivals. It's the same conviction behind Authority — something the market grants, not something a company imposes.
Your LinkedIn Feed Is Full of AI. That's the Opportunity.
A theory from MIT economists — "knowledge collapse" — explains why AI-generated advice is quietly getting worse: when everyone stops sharing specifics because AI already synthesizes something plausible, the well it draws from runs dry. The specific story only you have is becoming the scarcest, most valuable thing a GTM operator can publish.
Sameness Is Expensive: The "We Really Care" Trap
Two decades in MSPs taught Andy the same lesson manufacturing and professional-services firms keep relearning: when every firm in a market says the same thing — great service, proactive, client-focused — nobody has actually differentiated. Prospects can't tell competitors apart, so they default to price. The firms that break out got specific about who they serve and what only they can credibly claim.
The Rolodex Reflex: Why Replacing a Rainmaker Is a Strategy Problem
When a top salesperson walks out, the reflex is to hire an industry veteran to fill the pipeline gap. The better sequence: get clear on the market and ICP first, pressure-test the sales motion second, and only then evaluate whether a given "expert" actually fits — because a rolodex built for yesterday's buyer often doesn't transfer to today's.
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Andy shares regular perspectives on GTM strategy, authority, and market differentiation — new posts most weeks.
Recurring Themes.
These perspectives connect back to a single conviction: most B2B growth problems are systemic, not tactical.
Diagnose before you prescribe
Most GTM problems are misdiagnosed — and the wrong fix makes things worse.Go-to-market is the real moat
Products and data get copied. The buyer experience your team creates doesn't.Authority is granted, not claimed
The market decides who owns a problem — you can't declare it for yourself.Specificity is the scarce resource
In a feed full of AI-generated abstraction, the story only you have is what compounds.Want These Ideas Applied to Your Business?
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