WritingReading path

US Market & Operating.

Notes from operating across APAC, EMEA, LATAM, and the Americas — with a focus on entering and scaling AdTech, MarTech, and data businesses in the US market.

4 essays in this path

of 95 published · 2024–2026

Signature figure
A sea chart: a route to a US landfall with 4 waypoints, one per essay The Ghosting Phenomenon: Restoring Integrity in Professional Communication 1 Unlocking the US Market 2 From #OpenToWork to #Hiring 3 The Packaging Problem 4 N US 4 essays on the crossing
GTM, hiring, communication — operator notes from the field.
US MARKET ENTRY The vendor — a European or Asian AdTech player at Series A ($5-10M), with product traction at home but no US foothold yet. ORIGIN EU / APAC AdTech vendor Series A · $5–10M The crossing — a 7-step market-entry audit: PMF, GTM, market sizing, BD framework, monetization, local talent, and privacy (GDPR → CCPA). 7-STEP AUDIT Market entry PMF — product-market fit GTM — scalable go-to-market Talent · privacy · partners The target — the US: the world's largest programmatic market, where the goal is scaling past $100-150M within 3-5 years. TARGET US market world's largest programmatic market $100–150M · 3–5y PMF + GTM — the bridge into the world's largest programmatic market.
Start here · Oct 2024Signature figure Canonical first-read

Unlocking the US Market

A 7-step audit for European and Asian AdTech vendors entering North America. The PMF and GTM playbook.

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3 essays · newest first

2026 · 1 essay

  1. The Packaging Problem

    AdTech platforms now own more capability than ever. The winners will be the ones that turn capability into one buyable story through commercial architecture.

2025 · 1 essay

  1. From #OpenToWork to #Hiring

    Ghosting persists. A call for industry-wide integrity — replying matters, even when no one's watching.

2024 · 1 essay

  1. The Ghosting Phenomenon: Restoring Integrity in Professional Communication

    Why recruiter silence and unacknowledged pitches erode the ethics of business — and how to push back.

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Not an essay — but it belongs here.

5 playbooks

From writing to engagements.

The thinking on this page shows up in the vertical playbooks below — abstracted from real client engagements.

applied-work/us-market-operating 5 vertical playbooks
01
Travel & Hospitality Travel tech operator + travel data insider — for vendors unifying portfolios or modernizing the data graph.
02
Performance & Native Native + recommendation platforms grow fast — the US enterprise bottleneck is rep productivity and ACV expansion.
03
Growth Operating System Operating model for aligning marketing, sales, data, and customer feedback into one revenue system for scale-up growth.
04
Org Design for Scale-Ups Org design is GTM infrastructure. This playbook helps scale-ups move from heroic execution to clear ownership, decision rights, capacity planning, and repeatable operating cadence.
05
Retention & Expansion Post-sale operating system for retention, expansion, renewal confidence, churn prevention, and Net Dollar Retention (NDR). It turns reactive renewal management into a designed expansion motion — customer health, expansion triggers, and a board-grade NDR number.
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