Framework
The Trojan Horse Go-To-Market
Don't storm the castle. Enter through the institution that trains buyers before they become buyers.
How it works
- 1Identify the feeder institution — the school, accelerator, or training program that produces your end customer.
- 2Embed in curriculum so the product travels with the graduate into the workforce.
- 3The feeder institution has fewer regulatory hurdles and shorter sales cycles than the end market.
- 4Use institutional adoption to build the validation needed to approach the actual end market.
- 5Ask: who trains the buyer before the buyer exists?
Hear it on the podcast
The Soft Skill Crisis Costing Healthcare BillionsListen to the episodeMore from this episode
The Behavior Change ProblemContent consumption and behavior change are not the same thing. Repetition in a simulated environment is the only path.The Cinematic AI ArchitectureReal-time AI video generation isn't production-ready. Build around the constraint instead of waiting for it to disappear.The Only Hearing Yeses WarningIf you are only hearing yeses from the market, that is not validation — it is a sign you are not pushing hard enough.The Arbitrage Model for Spotting OpportunityMap where capital and attention are flooding. Build into the vacuum they leave behind.
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