THINKING

Thinking for better venture decisions.

A small collection of field manuals and arguments about customer evidence, corporate advantage, product decisions and the difference between building software and building a company.

FIELD MANUAL

The B2B Venture Decision Manual.

Seven questions that should materially change whether—and what—you build.

FLAGSHIP GUIDE · 10 MIN

Opportunity → Customer → Advantage → Evidence → Product → Distribution → Decision

THREE ARGUMENTS

Fewer pieces. Stronger points of view.

CUSTOMER EVIDENCE

Customer enthusiasm is not evidence.

Why positive conversations can still leave the most important venture assumptions untouched.

Read →CORPORATE VENTURES

When an existing business advantage should become a new venture.

A practical argument for separating an opportunity from the core without separating it from the advantages that made it possible.

Read →PRODUCT & COMPANY

Building a product is not building a company.

Why technical progress can create false confidence when distribution, economics and customer behaviour remain unresolved.