Our Manifesto
What We Believe
Your prospects are telling you they're interested, you just can't see it.
Buyers have changed.
82% of buyers will research you before they take any action.
They won't do that in public by liking your content, or filling out a form, or even replying to your email. Instead they'll do it where they feel safe. In channels where the public can't see. Where they can be anonymous.
They'll look. Who you are. What you believe. Where you worked. What values you might hold.
Buyers are looking for any signal of who you are and whether you're a fit for them.
And the majority of GTM efforts were built to ignore that simple fact.
What we used to know
Until recently, the only thing we had to determine who an ideal customer was were firmographics: company size, job title, revenue, location, industry.
Basic database fields that became the standard.
All of us in revenue roles told ourselves this was how we knew "who our customer is." And we'd know they were ready when they raised their hand.
We built ICPs from spreadsheet data, not human behavior. We built ABM programs from static lists, not signals.
We built an entire go-to-market belief system around broadcasting to these people, not listening for signals.
We have more information now
Today we have more data—and more honest data—than ever.
Data that is dynamic. Emotional. Behavioral. Filled with intention. Data that signals something.
Signals that reveal pain, interest, curiosity, timing, and readiness.
But a lot of signals aren't obvious. They don't fit the classic definition of "intent".
Someone views your profile. Someone reads your posts. Someone checks your company page. Someone researches your team. Someone talks about a challenge on a podcast. Someone circles back again and again.
These are the signals that tell you who your customer is.
Why is it so hard to see?
Most teams are still thinking about driving more volume: more impressions, more content, more outbound, more cadences, more automation.
Building megaphones everywhere.
But being loudest isn't as effective as being the most perceptive.
People are being shouted at all day long. The natural human response? Ignore. Disengage.
Yet, they're still emitting signals. You just need to see them.
Your next customer is telling you something even when they appear silent. Prospects are doing things even though your dashboard or pipeline isn't showing it.
The answer is simple: Start listening.
- Stop guessing who your customer is. Start watching what they do.
- Stop optimizing for volume. Start optimizing for timing.
- Stop measuring reach. Start measuring resonance.
- Stop forcing conversations. Start meeting people where they already are.
- Stop broadcasting into the noise. Start listening for the signals in it.
Our belief
We believe buyers will always move quietly before they move publicly.
Truth lives in behavioral indicators, not firmographic data.
Intent is revealed, not declared.
Timing is everything, and signals tell you everything you need to know if you're listening for them.
We believe the market is telling you who cares.
You just haven't had the tools to hear it. Until now.
