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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.


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.


When to redesign Pricing Model?
Redesigning your startup's pricing model: key considerations for success In the ever-evolving landscape of business, one critical element that often demands attention is the pricing model. By understanding the signs indicating that your pricing strategy needs a refresh, you can ensure that your business stays competitive and profitable. So, let's dive into the key considerations for redesigning your pricing model and setting your business up for success. When to review your p


7 Questions to evaluate Network Effects Moat
Network Effects is the most hyped and misunderstood topic amongst startups and investors. And yet: "Network effects have been responsible for 70% of all the value created in Tech since 1994. Founders who deeply understand how they work will be better positioned to build category-defining companies." - James Currier @NFX, SFO based VC. Here are 7 questions to help you bust those false claims. What is the difference between Uber's network effects vs Airbnb's such that Uber is


What you need to know about Platform Businesses
To kick off our Platform Series with Prof Julian Wright and A. Prof Andrei Hagiu, world experts in Platform Strategy and Network Economics, we talked about what you need to know about Platform businesses, as well as: What type of companies are often confused and mistaken as one? Why do investors and entrepreneurs love this business model? What is it about them that defies conventional rules? How are these companies changing the way we work, live and trust? They also share a f


When Data creates Competitive Advantage, or not?!
In this interview with Prof Julian Wright and A. Prof Andrei Hagiu, experts in Platform Strategy and Network Economics, we talked through the 6 questions to ask to evaluate data-enabled learning moats. This helps you understand whether the learnings from your customer usage data are really helping you create a competitive advantage and sustainable growth. We also discussed briefly about data network effects vs regular network effects and platform business model. We spoke abou


Four hidden gems of a daily huddle
Master yourself through these 4 hidden gems in your daily huddle. "If each of us would only sweep our own doorstep, the whole World would be clean." - Goethe If you have started on your daily huddles, here are some hidden gems that can help you improve your personal productivity and set your day up. Use this tool with the intention of self-mastery instead of simply going through the motions. Improving by 1% a day will give you accelerated growth over a year with the power o


How to run a daily huddle
This is a standup for leadership/management teams. You get the pulse of the team in 15mins, just like when you synchronise your phone. It's the consistency that matters, and what everyone puts into it. Try it and it will change your team's dynamic. Share a pic if you have implemented it! Hope this is helpful and remember to enJOY your growth! TRANSCRIPT: Hi! Today I want to share with you on how to run a daily huddle: Schedule the 10-15mins huddle at an odd time eg. 9:09am, 1


2nd Key Shift: Sales to (Differentiated) Strategy
There are 4 major shifts that a startup needs to make in order to be successful in their scaling-up journey. The 2nd Shift is from focusing only on Sales, to developing a Differentiated Strategy for sustainable growth. If growth is not consistent, even with the BEST "sales" operations, then maybe your strategy is not CLEAR, RIGHT or ALIGNED. Are you just a "better" company or are you doing something "different" for a unique and valuable position in the market? Watch this sho


1st Key Shift: Founder(s) to Leadership Team
There are 4 key shifts that a startup needs to make in order to be successful in their scaling-up journey. The 1st Shift is from Founder(s) competence & expertise to a Strong, Effective & Cohesive Leadership Team If your Leadership Team is under performing, how are you contributing by over/under-functioning? Is the monkey on your back? Or is it time to learn new tricks? Watch this 2 mins video that talks about this shift. TRANSCRIPT: Shift 1: From Founders’ competence to Str


Four Key Shifts from Startup to Scaleup
TRANSCRIPT: Today, I’m gonna share with you about the 4 key shifts from start-up to scaleup, each of which I have published a blog post on, linked below in the points. From Founders Competence to a company being run by an Effective & Cohesive Leadership Team. This is one of the most difficult shifts because it's counterintuitive and needs a change in the behaviour that has made you successful. From being the smartest person in the room to being the dumbest. It also needs you
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