Research
See what the category has taught everyone to overlook.
Independent category investigations reconstruct the competitive race, the evidence-grounded strategic seams and the alternative answers worth testing.
Explore the research →Category intelligence & strategy
We find the strategic move that changes what a company is worth.
A better story starts with a different strategic choice. We investigate where software categories leave a consequential business problem unresolved, test what a particular company could credibly own, then help leadership develop the POV and answer to “How?”.
The idea
What if the conversation that built your business is now holding it back?
After product-market fit, the logical move is to scale sales, marketing and product. But improving the old conversation can deepen the competitive trap. The way out begins with the urgent challenge facing your customers’ industry, and a new belief about how to solve it.
The next opportunity for category leadership often belongs to the company that questions the established answer and finds a more valuable one. That may mean reframing the challenge, combining mature products to solve a previously unsolvable problem, or changing the economics of delivering the solution.
Two ways to explore
Advisory
From a Company Read to a Category Reset.
Start with a focused diagnosis of whether there is a strategic move to make. If there is, the Category Reset develops the chosen position, new executive POV and credible answer to “How?”.
Explore the engagements →How the work connects
01 · Public researchWhere might the rules change?
Understand category evolution and strategic seams.
Explore research →02 · Paid Company ReadWhat could this company credibly own?
Test the move before investing in a Reset.
Explore Company Read →03 · Category ResetHow do we claim and deliver it?
Make the strategic choice, develop the POV, “How?” and proof.
Explore Category Reset →