For founders who want clarity in minutes, not endless GTM tweaks.
Stop Guessing What Buyers Need to See. Align Your Messaging With How Decisions Actually Happen.
MindShape is a free diagnostic that shows how your product, audience, and founder bias collide during buying decisions.
The Core Insight
Here’s the cognitive system most people aren’t aware of.
Buying creates uncertainty.
Uncertainty reliably collapses thinking into a small number of dominant decision patterns.
Most go-to-market (GTM) fails because it never looks at that collapse.
Job title, salary, and firmographics tell you who someone is.
They don’t tell you how they process uncertainty in different contexts.
In other words, a CEO doesn’t necessarily evaluate a new enterprise CRM the same way as they do an experimental AI tool.
Assuming they do is why casual GTM fixes “kind of help” but never really click.
What MindShape Actually Measures
MindShape doesn’t label people. It observes behaviour when the outcome isn’t yet clear.
It triangulates three signals:
1) Your product’s uncertainty signature
Products and categories nudge buyers into a decision mode by default.
- Some are naturally structured.
- Some are naturally conceptual.
- Some are naturally overwhelming.
- Some are naturally experimental.
2) Your audience’s processing style
Buyers stabilise uncertainty about each product differently.
- Sometimes needing steps.
- Sometimes needing models.
- Sometimes needing relief.
- Sometimes needing forward momentum.
3) Your own founder bias
Founders write GTM the way they think about the product. Not the way buyers decide about it. This is why smart founders can still sound unclear.
Understanding where these are misaligned will guide you towards a clearer GTM structure.
What Drives MindShape (The Mechanism)
MindShape is built on two well-documented dimensions:
How information is processed
Linear vs Non-Linear thinking under load.
How uncertainty is regulated
Risk reduction vs exploration when outcomes aren’t guaranteed.
Under buying pressure, these dimensions typically collapse into a small number of stable decision modes.
These are not personality types. They are context-triggered states.
The free Founder Pack explains the science behind this if you want to go deeper. You don’t need to read research papers to use it.
Strategic Implications (Why This Matters)
Once you know the dominant decision mode for your product and audience:
- Some fixes immediately stop making sense
- Others become obvious
- Messaging debates collapse
- Structure starts doing the work, not persuasion
You stop asking: “Which headline converts better?”
And start asking: “Are we giving buyers the kind of clarity they need at this moment?”
Classic funnel diagrams treat all buyers and products in the same way. MindShape helps you zoom in enough to see how to craft a customer journey that your buyer can process effectively.
That’s where leverage lives.
What You Get (Free)
The MindShape Founder Pack
Explainer
Short guide to MindShape – what, why and how.
Read it or just get started, your choice.
Diagnostics:
- Step 1 – Founder Quiz – ~5mins
- Step 2 – Product Rubric – ~10mins
- Step 3 – Audience Quiz – ~varies
Results
An easy to use scoring system that shows where alignment breaks and where to start fixing.
No templates. No tactics dump. Just a clearer decision lens.