You're either generating revenue, retaining revenue or both - either way, this newsletter is my way of distilling 16 years of GTM experience into weekly nuggets to help you and 1000+ other industry leaders get unstuck and grow your business.
I always said I would be one of those parents who never gave their child an iPad.
Then, reality hit.
One afternoon, desperate for five minutes of peace, I handed my son Gabe (then two years old) my iPad, put on a kids’ show, and hoped it would keep him entertained.
Instead of watching, he flipped the iPad over, pressing it to his ear.
He was more fascinated by where the sound came from and how the lights worked, than with the actual show.
It made me think: Gabe didn’t just want the surface-level experience that I hoped for lol, he was curious about the mechanics underneath. I’m still pretty amazed by this even til this day.
And honestly?
It’s the same in sales and strategy.
Everything just feels the same. Prospects go out to find something that feels different. Something that helps them to distinguish you from everything else. They say they want a “different experience,” a “standout interaction,” but often they look for it in the wrong place. Things like slicker branding, punchier emails, better product demos.
In truth, what they really crave is an authentic moment that gives them a peek behind the scenes. Something that feels real, human, and differentiated.
Critical Insight
This curiosity that Gabe displayed is mirrored in buyer behavior.
Research from Harvard Business School on Operational Transparency shows that when customers can see the effort that goes into creating a product or service, their appreciation and trust increase significantly .
Michael Norton and Ryan Buell’s work on operational transparency found that showing the “work behind the scenes” boosts customer satisfaction and even increases willingness to pay.
In B2B sales, we often forget this. We jump straight to the polished demo without letting prospects peek behind the curtain. But in reality, people value the journey, not just the outcome.
Also, storytelling beats stats.
According to Stanford research, stories are up to 22 times more memorable than facts. When you combine transparency and story, you create emotional engagement and emotional engagement builds trust, faster.
Food for Thought
How can you bake operational transparency into your go-to-market strategy?
Show Your Work: Bring prospects into your process. Share behind-the-scenes moments, whether that’s messy whiteboards, early prototypes, or draft ideas.
Tell Stories, Not Just Features: Explain not only what you do, but how and why you do it.
Celebrate Craftsmanship: Shine a light on your people, your developers, strategists, CSMs, and partners and the effort that makes it all happen.
A simple way to start?
Post something this week that shows the real work behind your product or service.
The people who are curious — the Gabes of the world — they’re your future Customers.
Buying AI tools feels easy. Rolling them out? That’s where most teams fall apart.
This week on Edge of Growth, Semir Jahic (CEO, Salesmotion) shares how to fix your go-to-market buying process, before you waste another dollar on sales tech
If you’re feeling a little concerned about your revenue growth then we have a few things to help you find the answer:
Evaluate Your Strategy → Curious about where your Go-to-Market strategy stands? Discover key areas for improvement. [Take the Assessment]
GTM Insights → Want to learn more about Go-to-Market strategies? Check out our latest insights on YouTube. [Watch Now]
1-1 Consultation → Need personalised advice? Book a 1-1 consultation, and I’ll help you map out your next steps. [Book Here]
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You're either generating revenue, retaining revenue or both - either way, this newsletter is my way of distilling 16 years of GTM experience into weekly nuggets to help you and 1000+ other industry leaders get unstuck and grow your business.
