Introduction xi Part I The Science of Scaling Framework: Calculating Whether We Are Ready to Scale and How Fast 1 Phase 1 Product-Market Fit 3 Chapter 1 Is Product-Market Fit . a Feeling? 5 Chapter 2 Defining the Leading Indicator of Retention (LIR) 9 Chapter 3 Defining the Ideal Customer Profile (ICP) 17 Chapter 4 Instrumenting the LIR Measurement for Scale 21 Phase 2 Go-to-Market Fit 27 Chapter 5 The Product Fits, but Does the Go-to-Market? 29 Phase 3 Growth and Moat 39 Chapter 6 How Fast Should We Scale? 41 Chapter 7 Building the Bottom-Up Scale Model 51 Part II Aligning the Go-to-Market System with Product-Market Fit 59 Chapter 8 Defining the Go-to-Market System 61 Chapter 9 The Optimal Design of the Go-to-Market System Is Contextual 67 Chapter 10 Aligning ICP with the Pursuit of Product-Market Fit: Early Adopters Fostering Rapid Learning 75 Chapter 11 Aligning the Go-to-Market Process with the Pursuit of Product-Market Fit: Founder-Led, Learning-Oriented 81 Chapter 12 Aligning GTM Hires with the Pursuit of Product-Market Fit: Half Product Manager, Half Account Executive 89 Chapter 13 Aligning Demand Generation with the Pursuit of Product-Market Fit: Rely on Personal Network and Referrals 101 Chapter 14 Aligning Pricing with the Pursuit of Product-Market Fit: Price for Commitment, Not Profits 105 Chapter 15 Aligning GTM Compensation with the Pursuit of Product-Market Fit: Equity Instead of Variable Commission 107 Chapter 16 Aligning Go-to-Market System Outputs with the Pursuit of Product-Market Fit: LIR Achievement 109 Part III Aligning the Go-to-Market System with the Pursuit of Go-to-Market Fit 117 Chapter 17 Aligning ICP with the Pursuit of Go-to-Market Fit: Expand from Early Adopter to Early Majority 119 Chapter 18 Aligning the Go-to-Market Process with the Pursuit of Go-to-Market Fit: Codified and Repeatable 123 Chapter 19 Aligning GTM Hires with the Pursuit of Go-to-Market Fit: Process Builder 155 Chapter 20 Aligning Demand Generation with the Pursuit of Go-to-Market Fit: At Least One Scalable, Measurable Medium 161 Chapter 21 Aligning Pricing with the Pursuit of Go-to-Market Fit: The Intersection of Customer ROI, Scalable Unit Economics, and Substitute Options 185 Chapter 22 Aligning Go-to-Market Compensation with the Pursuit of Go-to-Market Fit: Balancing Customer Retention and Profitable Growth 189 Chapter 23 Aligning Go-to-Market System Outputs with the Pursuit of Go-to-Market Fit: Leading Indicator of Unit Economic Achievement 193 PART IV Aligning the Go-to-Market System with the Pursuit of Growth and Moat 203 Chapter 24 Aligning ICP with Growth and Moat: Scale vs. Experiment vs. Ignore Segments 205 Chapter 25 Aligning the GTM Process with Growth and Moat: Reinforced 211 Chapter 26 Aligning GTM Hires with Growth and Moat: Process Executors 223 Chapter 27 Aligning Demand Generation with Growth and Moat: Multiple Mediums Tightly Aligned with Sales 231 Chapter 28 Align Pricing with Growth and Moat: Establish Moat and Raise Price 239 Chapter 29 Align GTM Compensation with Growth and Moat: Add Promotion Paths 245 Chapter 30 Aligning Go-to-Market System Outputs with Growth and Moat: Accelerate While Preserving PMF and GTMF 253 Conclusion 261 Appendix: The Potential Impact of AI on the Science of Scaling Framework 264 Notes 271 Acknowledgments 278 About the Author 279 Index 281.