SL
Show notes ↗
The consulting reflex of building decision trees and ranked criteria to identify the "right" market sharpens thinking but doesn't surface real opportunity. 2-3 months of frameworks produced no market. 800 advisor conversations produced Marloo.
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Shakeel and Hardy started "the void" — the 6–7 months between both quitting their jobs and committing to an idea — by doing what consultants do: building frameworks. Five-point lists became 20-point lists. Nothing ever ticked all the boxes. They threw the frameworks out, went back to their networks, and ran 800 customer conversations across vertical B2B SaaS markets. The conversations found the market.