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 company may be understood and valued very differently. 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 a structural question investors and operators can no longer avoid. The companies that get it right will not look like the category leaders they replaced.

Where this lens applies.

If you're buying, selling, or building a B2B SaaS company, these two structural questions shape what the asset is worth — and what it can become.

Buying an Asset
Does this asset have real upside — or a ceiling dressed as a moat?
Standard diligence covers the market, the competition, and the customers. This lens helps isolate two structural questions that can change how the asset is understood, valued, and assessed.
Explore Buying →
Selling an Asset
Which growth story can this asset credibly support — and will it hold up under buyer scrutiny?
The equity story that holds is the most ambitious one the architecture can actually support. Which buyers to target, how to frame the growth narrative, and whether the upside case survives diligence — all of it starts with the same two structural questions.
Explore Selling →
Building a Company
Are you executing inside a category ceiling — or building past it?
When growth slows and AI starts automating the category around you, better execution is rarely the answer. The companies that break through identify the underlying challenge their category forgot — and build the environment around it. That can change the buyer set, the story, and the valuation ceiling.
Explore Building →
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 is understood as infrastructure, believable optionality, or something more valuable.

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.

I bring a structural lens on category ceilings, believable upside, and agentic defensibility — one that can sharpen how B2B SaaS assets are built, framed, and assessed, whether you are buying, selling, or building one.

Reach Out
mikebrady@g2gsaas.com