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Sofos Concept-to-Category System™
insight that moves you forward
Articles, frameworks, and diagnostic thinking - organised by growth stage.
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Scaling Up, Crossing the Chasm and Category Design: what was still missing?
Three good frameworks. Each solves part of the problem. What was still missing, from someone who has worked with all three.


Instinctive Spread: The Rookie Move
The most natural move at $1–10M — and the one that costs the most.


False Traction: The Evil Twin
Revenue is coming in but growth creates drag. False Traction is the most dangerous pattern at stage 1. Here's how to spot it.


The Uncomfortable Truth: The Market Will Crown a Leader
The market will crown a leader regardless of whether you show up for it or not. The question is whether you're making decisions today that compound your position stage by stage — so that when the market starts to converge, you're not hoping to be chosen.
That's the difference between growth that stacks and growth that stalls.


Real Growth Re-Imagined!
Real Growth vs Fake Growth: Not all Growths are Equal This article explores why it's important to examine the different types of growth we see in the market and decide as CEOs, Founders, and Business Leaders, what kind of Growth we aspire to have. In this article: Types of fake growth What causes fake growth? Selfish, self-centred Growth Why fake growth is unsustainable How to achieve real, sustainable growth -------------------------------------------------------------------
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