revenue design methodology

Everyone loves a good story. Making yours land is what separates good from great.

A great origin story may have hooked your investors, attracted your first employees, or landed your lighthouse customers. But when it comes to your messaging, you're not the main character anymore. Your target audience is. The narrative has to be about them.

It's tempting to reduce this to a simple problem-and-solution statement. But across the sea of sameness, that approach always falls flat. Anyone can point out a problem, and anyone can claim a solution. In doing so, instantly becoming forgettable.

A strong narrative fiercly challenges the status quo without losing the room. It transforms market forces into a clear path towards an ideal world - one where your presence matters.

Without a strong narrative, the market gets defined without you. Brand awareness fades, pipeline quality suffers, and customer love fizzles. And once that happens, clawing back mindshare is a brutal, uphill fight.

Your narrative shows up everywhere, from first touch to final close. It starts by capturing the scenario reshaping your audience's reality, then it sharpens around the inflection that drives change, and finally lands with the undeniable advantage only you can own.

The best narratives don't sound like vendor pitches. They sound like what everyone was already thinking but couldn't articulate.

Assume no one cares. That's your baseline.

A movement transforms what you believe into what the market believes. When it’s strong, people carry the message forward in their own words. Lasting value comes from compounding effects.

Belief isn’t optional when your aim is greatness. Look at any market map filled with hundreds of tiny logos – so few breakthrough. But before you even land in the consideration set, your domain has to be on the initiative list. That list is stubbornly static, defined by the status quo. Something has to shake it loose.

A movement is that shake, but don’t confuse it with creating a category. That may be the end result, but the movement is never about the category, it's about changing the direction of the domain.

That's where the movement starts – by shaping the space. But it really builds steam when it gets personal through a sequence of moments your audience feels. Then it spreads like wildfire when the true believers have a reason to hang their hat on it.

Without a movement, your messaging may inform, but it won't inspire. The path to greatness demands inspiration. It takes guts to start a movement, and discipline to sustain it. Ask anyone who has gone through it and they'll say it was worth it – because they know owning one is how companies win.

Markets are dynamic. Your messaging must be too.

GTM machinery is designed for repeatability at scale. GTM engineering has emerged as the discipline to drive hyper-personal sales plays – catch a signal, automate the outreach. But personalization without relevancy is just targeted noise. Your messaging machinery is there to ensure relevancy isn't lost in the shuffle.

What GTM engineering misses is the fact that most buying environments are multi-dimensional. You have the signals - changing markets, emerging trends, shifting priorities, compelling events. Then you have the sources - multi-product portfolios, customer segmentation, use case variety, competitive angles. An effective machine maps them together, so messaging strikes the right chord with the right people at the right time for the right reasons.

Without it, you scale the motion without scaling meaning, and in turn, you move further away from what made you resonate in the first place. This methodology favors relevancy over personalization. The leap from good to great comes from lasting value, not fleeting attention. Product-market fit must be continuously earned.

It starts by locking in the people worth reaching, codifying the journey that converts them, and aligning every message with realized business and technical value.