Mike Brady
Good to Great SaaS

Two moves decide
what a company
becomes.

Every B2B software category is built on two structural choices.

Move 1 — What question is this product actually organized around? The one it inherited from the category, or the underlying challenge the category was built to address?

Move 2 — Is it becoming a workflow agents will automate — or a decision environment they'll have to operate inside?

Get both right and the market pulls you into a different multiple, a different buyer set, and a different future. Get them wrong and you build a beautiful moat around a ceiling.

In an agentic AI world, Move 2 is no longer a future consideration — it is the structural question every investor and operator is already asking. The companies that get it right will not look like the category leaders they replaced.

Three situations where it matters most.
Buying an Asset
Is it built around the right underlying challenge — and does the architecture support it?
Standard diligence tells you what you're buying. It doesn't tell you what you're actually underwriting. The gap between 3.7× and 15–25× usually lives in two questions that aren't on anyone's current checklist.
Selling an Asset
Which direction does this asset have a credible claim on — and does the architecture support it?
That answer determines which buyers to target, what the equity story can credibly say, and whether the growth narrative survives the first serious push in due diligence.
Building a Company
Sales are getting harder. AI is automating the category you compete in. Both have the same answer.
The companies that identify the underlying challenge their category forgot — and build the environment around it — stop competing on price and start commanding the multiple a category-ceiling company never will.
Mike Brady
Founder

25 years operating inside B2B technology companies — from founding and funding a SaaS platform to running commercial strategy at a $40M agency to executing a category repositioning at Piano that moved $160K transactions to $1M partnerships. The two-move framework is the distillation of that experience applied to a specific problem: what determines whether a B2B SaaS asset commands an infrastructure multiple or something materially higher.

There are a lot of good B2B SaaS companies. Getting to great requires a willingness to make the moves that separate you from the category you inherited — not just execute better inside it.

Reach Out
[email protected]