Why we exist

Why We Look Upstream

Because fixing execution before understanding buyer decisions creates unnecessary risk.

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Most companies try to improve results by fixing what they control: messaging, sales, campaigns, tools. Sometimes that works. Sometimes it doesn’t.

When it doesn’t, the issue is rarely competence or effort. It’s that buyers are deciding on criteria leadership never intended.

We focus on that gap—not to criticize, not to optimize prematurely, but to make the real decision visible so execution actually works.

What we believe

• Pain points describe discomfort. Decision logic explains how buyers reduce risk.
• Strong reviews can coexist with decision ambiguity—and that ambiguity creates friction.
• Clarity precedes acceleration. Otherwise, you scale confusion.