Growth Moments

Vertical expansion is one of the highest-stakes GTM bets a B2B company can make. The risks don’t show up in revenue data, pipeline metrics, or board decks. They live in the assumptions that the ICP will transfer, the GTM motion will translate, and the credibility you’ve built will mean something to buyers who’ve never heard of you. Most find out which assumptions were wrong about twelve months in.

Every January, we reset the spreadsheet and call it a plan. But if the team, process, and constraints don’t change, the results won’t either.

False optimism is belief without change. Real optimism is earned by defining what needs to be true and tracking early markers that force action.