ScaleCrush

Think about the last time you bought something. 

Why did you buy?

I'll tell you: because it helped you do something. It solved a problem for you.

We help B2B software brands reconnect their products to the problems they solve.

Most brands market on features and benefits.

This is the business equivalent of going on a date and saying "I'm so beautiful and muscular. And I can do a handstand. Marry me."

How good is your dating game? Mine is terrible, but it sure is better than that.

The traditional approach to content starts with keyword research and ends with regurgitated, fluffy content that no one wants to read but somehow ends up ranking.

We flip that on its head.

We start with the end: what do people need?

What problems do you solve?

And don't hit me with: "We help people save time, effort and money" because that's not good enough.

Our framework is easy: 

- Audit
- Build
- Scale

Audit your market, your customers, your existing assets to determine the best course of action.

Build a strategy based on your existing content, the new content you need and how it needs to be delivered.

Scale your content production with quality content instilled with your expertise and your narrative.

----

What problems do WE solve?

We help B2B software companies turn a necessary evil into their greatest marketing asset.

CEO, Founder

Self-Employed

SEO Consultant - Top Rated Superstar

GreenGalileo Media

SEO Consultant

I help tech leaders figure out what marketing should look like ╏ Evidence-Based-Marketing Advocate ╏ Cargo Bike Enthusiast

5 pm on what's becoming a tedious and rainy Thursday night.

You're sitting at your desk, anxiously looking at yet another reporting dashboard.

As you parse all the jargon-filled graphs, you are once again grabbed by that feeling of despair: "if that's not working, what should we do?"

"What's our next move?"

You feel like you've tried it all: LinkedIn, Product Hunt, G2/Capterra, Slack Communities, Demand Generation.

Heck, you even hired that 10k/mo LinkedIn Ads agency last summer, thinking they'd bring you the growth you needed.

When you take into account the 30k that you paid them, it's all even.

With a bit of shame, you remember that 4k/mo cold outreach agency that did the same the summer before.

"What's the key to all of this?", you ponder, "H come marketing seems so easy on LinkedIn, but so hard in reality?"

"Should we go harder on demand generation, or ramp up our paid spend even more? Maybe if we switch creative agencies our creative will convert better."

You don't know it yet, but now's the time for the hard-to-swallow pill.

As you reflect back on your last few months or even years, you get filled with fear, and an impending sense of doom: did you really do any marketing?

You did everything the LinkedIn gurus told you to do - is it time to stop listening to them?

"How do brands grow?"  
"Why do people buy?"
"Who should I trust?"

---

I can answer those questions.

1 - Brands grow by being mentally and physically available.

In other words, memorable and easy to get.

2 - People buy because whatever you have to sell solves their problems.

If it doesn't, you'll have to create a problem for them or convince them that it does indeed solve a problem they already have.

3 - You shouldn't trust anyone on the internet who has something to sell - me included.

---

But hear this out: you most likely haven't done any real marketing work to date.

What you've done is saw together a Frankenstein monster that you call marketing: part ads, part email outreach, part webdesign, part community building.

Now that monster is alive, and it's frightening.

Marketing isn't a collection of tactics - it has 3 parts: Diagnosis, Strategy, and Execution.

Most companies do #3 without ever thinking about #1 and #2.

This is what I help them do.

Check out our website to find out more :)

Vince Moreau

Strategy Consultant | Innovation & Design

The real work of strategy isn’t ideas. 
It’s people.

Field Guide is an independent strategy consultancy that supports cross-functional leadership teams in
future-facing organisations.

I’ve been helping leaders and their teams
make things real for 20 years:

→ Launching new propositions, digital products, and services.
→ Redesigning organisational structures and operating models.
→ Identifying and testing opportunities before committing resources.
→ Bringing existing services and teams together into a coherent whole.

I believe that strategy has to come from within an organisation, fully owned and understood by those who will deliver it. 

Field Guide brings the structure, tools, and energy that unlock internal insight, and turn vision into aligned action.

My goal is to help leadership teams build clarity, ownership, and direction — so they can move forward together, with shared ambition, able to navigate whatever comes next.

taplio

The Battle

Vince Moreau

Sam Goudie

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