Book Intro

Field Notes

What we found, and what it cost to fix, from inside the work.

One case study carried by primary evidence, and field notes that publish the pattern without the client. Sector descriptors only — no client names, and nothing carries a date it cannot keep.

Case study

One engagement, documented end to end.

Starting condition, diagnostic, decision, measured result — the only engagement backed by dated dashboards, board decks, and CRM exports, so it is the only one that can carry the format honestly.

Industrial AI SaaS In client review

Reading a revenue system where the forecast and the outcome kept disagreeing

A PE-backed industrial AI software company with a credible plan, a full pipeline, and a quarter that kept coming in under call. The work was not adding activity. It was establishing which constraint was actually load-bearing, and getting leadership to commit to one first move.

Starting condition

Forecast confidence low, pipeline coverage nominally adequate, and no agreement across the leadership team on where growth was constrained.

Diagnostic

Six-layer read scored on people, process, data, and systems, with agents run against CRM exports to test stage integrity and deal-level evidence.

Decision

One decision memo: what was holding the number, what it was worth, and the first move — with the problems that were downstream noise named as such.

Measured result

Tracked against exit criteria set at the start, with the before-and-after evidence held in dated artifacts from the engagement.

Figures and dated evidence are held back pending client approval. We will walk the full read on a call.

Ask for the full read

Field notes

The pattern, published without the client.

Retrospective reads on engagements that work better as method writing than as case studies. No client names, ever.

Sports technology

GTM analysis for a sports tech startup

Segment prioritization and motion design for a B2C e-ski product creating a new market. AI used to plan and execute diagnostics engagement, facilitate stakeholder alignment workshop, and develop early-stage GTM plan

GTM StrategyICPStartup

Field note

Modular housing

Business and GTM consulting for a tiny home builder

Business model, design, pricing, and partner work alongside a go-to-market plan for business founder. AI used for diagnostics, risk assessment, product design, marketing content creation, planning, and program management.

Business ModelGTMStartup

Field note

Non-profit education

Knowledge management and operational efficiency for a non-profit girls school

Digital asset discovery, consolidation and ongoing management process to move a constrained budget toward students rather than administration. AI used to scope and plan engagement, inform stakeholders, audit Google Drive and Dropbox file and user management, and prioritize structure, process and governance improvement recommendations.

OperationsProcessNon-profit

Field note

Oil & gas

Performance reporting for a small oil & gas company

Developed an agentic reporting layer that gave leadership one version of performance, replacing reconciled spreadsheets. AI used to consolidate sources, analyze quarterly and annual performance, and produce summary and detail reporting for shareholders.

ReportingDashboardsEnergy

Field note

Field notes

Writing on revenue systems, in progress.

Short pieces on what we see across engagements — diagnostics, GTM structure, and where agentic AI genuinely helps.

Diagnostics

What a forecast miss usually means

The four causes that account for most misses, and how to tell them apart before the quarter closes.

Draft

Go-to-market

When the ICP is the constraint

Signals that a growth problem is a targeting problem, not an execution problem.

Draft

Agentic AI

Where AI agents earn their place in revenue

The analytical work worth handing over, and the judgment that stays with the operator.

Draft

Want the case study for your situation?

We will walk through the closest engagement to yours on an introductory call, including what did not work.

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