<aside> ✍️ Author of *Innovation Tactics –* the deck of methods, exercises and frameworks that helps you make things people really want.


Your success always depends on the behaviours of people and systems outside your control. That’s where to focus your efforts.

I coach startup founders going from 0 to 1. This means I mostly work with 3 kinds of team:

1) PMF Diagnostic

🏥 "We built the features and put in the effort … but it's not working, help!"

A lot of what’s been taught about how to do startups is counterproductive. I’m looking at you, "build, measure, learn".

I recently worked with an excellent team who’d been shipping for 4 years, but hadn't yet made a true sale. I worked with them to diagnose what was blocking them and identify ways forward. Clarity was painful, but sorely needed.

2) Discovery Booster

🚀 "We've started building, but we're not able to do discovery fast enough!"

Because startups are small and big companies are big, relatively few employees have experience with 0 to 1. And big company approaches are great – just not for startups.

So I coach founders and teams in stage-appropriate discovery and experimentation methods, so they can get signals fast, adapt effectively and find product-market fit.

3) Probe for Potential

🔮 "I'm not building a damn thing until I find a growth market!"

Serial founders tend to have been burnt before, and resist building until they know they've got a real market opportunity.

I help these founders with lightweight early customer interviews and market probes, so they get the signals they need either to shift markets or to go for it with an idea that has a lot of potential.

In every case, we ditch debates about features, and cut to the core of product-market fit:

A hungry crowd; a killer offer; deliver the goods.

<aside> 👉 Work with me:

☕️ Grab a free 25-minute coffee chat to see how we might work together

🧐 Buy an instant consulting hour and get actionable next steps right away

💌 Or email me with your situation or questions: [email protected]


Connect with me: Substack | LinkedIn | Twitter

Who am I?

What folks have said about me

“I was stuck on how to do customer discovery when prospective customers are busy or unwilling to talk about their problems or pain points.

For every question I had, Tom was able to quickly pull out a relevant card to drive home insights, that would otherwise take me weeks or months to unravel.

Tom is one of the most experienced & insightful persons I came across in the areas of customer/product discovery & user research.”

– Rafi, Founder & CEO

My thinking

Trigger Strategy Podcast

My partner Corissa and I dig into strategy and sense-making while taking our baby for a walk.



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