THE THINKING
The methodology, applied.
The same commercial and GTM problems keep showing up. These are the patterns, named plainly, with the fix attached.
Featured this week
Two pieces worth a weekend.
How to run a four-agent dev team as a non-technical founder
If you're a non-technical founder, you don't need to hire a dev team to ship software: you need to learn to run one. Four AI agents in one Claude Code conversation, each with a bounded role, can build and ship a production website (including the CMS). The only skill you need is the skill of giving good briefs.
Lean startup team scaling: the $500K ARR per employee pattern
Lean startup team scaling means hitting meaningful revenue milestones with far fewer people than historical SaaS norms, by combining AI-augmented engineering, self-serve distribution, and disciplined hiring.
GTM insights
The Twenty-Two Commercial Levers Every SaaS Founder Needs to Know
The Tincture Twenty-Two maps 22 commercial levers: 9 external, and 13 internal.
LinkedIn: A Distribution Strategy That Doesn't Require Becoming a Thought Leader
Three content types replace the personal brand playbook for technical founders using LinkedIn for B2B pipeline.
Paid Ads: a Tax on Hope for Start-Ups
Paid ads require conditions most pre-PMF founders don't have yet. Under $2M ARR, spend the budget on conversations, not campaigns.
You Don't Rank on Google, You Get Cited by Claude: Generative Engine Optimization
Write one specific, quotable page answering a real buyer question. Publish it anywhere crawlable. Check whether Claude cites you 48 hours later. Repeat weekly.
The SaaS Commercial Narrative: How to Tell Your Product Story So Buyers Act
A commercial narrative is what your buyer says to their CFO when you're not in the room.
Competitive Analysis for SaaS Founders: What to Track, What to Ignore, and How to Position
Track four things: pricing changes, ICP shifts, new entrants, and lost deal patterns.
The Pipeline Audit: Finding the 7 Revenue Leaks (Before They Find You)
Seven predictable points where SaaS pipeline revenue disappears. A 2-hour audit finds all of them. Most have been there for months.
GTM Sequencing for Early-Stage SaaS: Which Channel to Start With and Why Order Matters
GTM sequencing is the discipline of choosing one channel, and iterating, before moving on.
Pricing Strategy: The 6-Hour Rule and What Comes After
The average SaaS startup spends 6 hours total on pricing strategy. Here's what that reveals.
Why Deals Die After the Demo and How to Fix Your Follow-Up
The post-demo drop-off almost never happens because the prospect didn't like the product. It happens because the follow-up created urgency for the seller and none for the buyer. Fixing it requires changing what happens in the last 10 minutes of the demo, not what happens in the follow-up email.
ICP Definition: The 3-Attribute Framework That Cuts Through Vagueness
A B2B SaaS ICP needs exactly three attributes to be actionable
A Framework for Engineers Who Hate Selling
Technical founders have a structural advantage in early sales
The Concentrate
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The commercial layer, built with AI workflows. Distilled for early-stage founders. The newsletter of the practice. No drip, no upsell, one opinion per issue.