Revenue plateaus when you’re being shopped instead of chosen.

If deals are about features and discounting, you’re competing on someone else’s turf — by rules you didn’t set.

Let’s talk about a reset

Tactics vs Strategy

The fix is not more tactics. It’s changing the rules with a strategic move, a new narrative, and proof. Because , short of that:

  • You’re racing to a product demo and commoditizing yourself in the process

  • You’re proving your commitment with roadmap flexibility

  • You’re focused on your creds deck and brand quilt

  • You think the answer is more hustle all around

  • You try and win work, just to win work, even though you know it won’t be profitable in the long run

    These are clear signs you’re fighting on someone else’s turf.

Grow Up vs Evolve

How SaaS companies grow up, and why most will stall.

Product-market-fit (a solid start)
New product enters a category and wins early by selling unique features.

Grow up (where most plateau)
The company stops leading with features and starts selling “business value” but ladders DOWN to product features to justify it. So buyers still evaluate them inside the category frame, and price them like a commodity.

Evolve (the rare unlock)
The company sells business value by naming the real challenge and ladders UP to it with a unique point of view on how it should be solved. That POV changes how they evaluate you, your win rate, and turrns you from price-taker to price-maker. But precious few companies evolve.


If you’re “grown up” but not “evolved,” you’ll keep fighting price pressure no matter how good your product is, how much marketing you set in motion, or how hard your sales team tries.

Price-taker vs Price-maker

Product Category Reset = Strategic Move + Narrative + Proof

Category leaders don’t win by executing better inside the same rules. They change the rules, and make that change feel inevitable.

Strategic Move
Reframe, recombination, or business model shift. It’s the structural move that changes your position in the market.

New Narrative
The belief shift that changes how buyers evaluate you — and why the move is inevitable now.

Proof
The evidence that makes belief safe under real risk.

Staying Put vs Getting Started

Start with a Reset Memo.

A Reset Memo turns “we should probably…” into a clear strategic call.

→ See the Reset Memo (what it is, what’s inside, and how it works)