Your buyer doesn't purchase the future; they purchase either proof or math.
Great article! I've been building a research corpus around the history of trust and sales, here's a quick piece I wrote expanding on a few of your points: https://samriegel.substack.com/p/costly-signaling-of-lighthouses-and
One of the sharpest enterprise GTM pieces I've read.
It got me to a question I couldn't put down.
Lighthouse and Landgrab both leave the risk on the buyer's desk. What if there's a third move, where the vendor takes the risk off entirely and guarantees the outcome? I've laid out the framework for the third strategy in this article: https://www.linkedin.com/pulse/a16z-names-2-ai-sales-strategies-theres-third-hurratul-maleka-taj-9if2f
> Canvassing every bus stop in a major metro isn’t grabbing land.
what is the term for subtweeting on substack? subsubstack?
The exposure-wins-over-math rule is the part most founders skip: they see budget and a clean ROI and assume landgrab, then get stuck in a pilot because they never asked how exposed the person signing actually is.
Great article! Would you consider healthcare AI startup in the lighthouse category? So similar to legal AI with Harvey for example!
Great article! I've been building a research corpus around the history of trust and sales, here's a quick piece I wrote expanding on a few of your points: https://samriegel.substack.com/p/costly-signaling-of-lighthouses-and
One of the sharpest enterprise GTM pieces I've read.
It got me to a question I couldn't put down.
Lighthouse and Landgrab both leave the risk on the buyer's desk. What if there's a third move, where the vendor takes the risk off entirely and guarantees the outcome? I've laid out the framework for the third strategy in this article: https://www.linkedin.com/pulse/a16z-names-2-ai-sales-strategies-theres-third-hurratul-maleka-taj-9if2f
> Canvassing every bus stop in a major metro isn’t grabbing land.
what is the term for subtweeting on substack? subsubstack?
The exposure-wins-over-math rule is the part most founders skip: they see budget and a clean ROI and assume landgrab, then get stuck in a pilot because they never asked how exposed the person signing actually is.
Great article! Would you consider healthcare AI startup in the lighthouse category? So similar to legal AI with Harvey for example!