Helping Startups and Growth Teams Reach Product-Market Fit Faster

Hi, I'm Iain, and I'm committed to helping disruptive startups and growth-focused teams confidently navigate the complexities of achieving product-market fit.

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The Market Fit Framework distils two decades of expertise, thousands of customer interviews, and extensive market research into a proven, step-by-step approach designed specifically for startups, scale-ups, and growth leaders.

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With this framework, you'll be able to:

• Identify and validate your most valuable market segments

• Rapidly build an actionable Ideal Customer Profile (ICP)

• Validate offer fit and a winning GTM strategy

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I've designed the Market Fit Framework to provide practical insights, ready-to-use templates, and robust processes developed through real-world experience, helping you sidestep common pitfalls and move decisively toward genuine market traction.

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If you're facing growth limbo, struggling with uncertainty, or battling product biases, this structured approach will empower you to achieve clarity, confidence, and measurable results.

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AI-Assisted Market Segmentation

Accurately identifying the customer segments with the most urgent, profitable problems is one of the toughest challenges startups and growth teams face.

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Too often, teams struggle because:

• Market segmentation is slow and complex

• Reliable data is scarce, forcing decisions based on guesswork and intuition

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To solve this, I've developed cutting-edge, AI-assisted segmentation workflows, leveraging Jobs-to-Be-Done (JTBD) and intent-based insights, to rapidly pinpoint and validate the segments that matter most.

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With this advanced, data-driven approach, you'll:

• Eliminate guesswork and gut-based decisions

• Save valuable time and resources

• Focus your energy exclusively on customers whose problems matter most, and who are ready to pay for your solution

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The Market Fit Framework, powered by the Intent Engine, provides startups and growth teams with unmatched clarity and speed in market discovery and segmentation.

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