Buy once. Always read the latest edition.

Current edition: 2nd edition · July 2026

1. July 2026

   Appendix B in tables that fit the page

   The two closing cheat-sheet tables —quick rules and catalog cases— now come as split tables that read whole, with no cut-off rows at the page foot.

2. July 2026

   Second edition: more story, less wall

   The book grows from 22 to 25 chapters and from 419 to 445 pages — and breathes better at the same time. Pricing and activation get their own chapters, and the final case splits into acquiring and retaining (the leaky bucket). Over forty real stories with names and figures come in: the death of Chegg, Grubhub's breakup letter, the team that took Facebook from a stagnation forecast to a billion users, Cabane's hundred-day rule… placed exactly where the theory needed room to breathe. It's included in your purchase.

3. July 2026

   One single thread, from the first page to the last

   An editorial cohesion pass across all four languages: Nuvio, the book's laboratory startup, is declared as such from chapter 1 and every cameo carries its surname (Nuvio Notes, Nuvio Support, Nuvio Expense, Nuvio Data); cross-references replace repetitions, and the Flowdesk case follows a single line of numbers from chapter 3 to appendix C. Plus eight new illustrations opening chapters and parts. It's included in your purchase.

4. July 2026

   The pitch that sets up the demo

   The sales part gains April Dunford's narrative script: the five steps you tell before opening the product — your reading of the market, the honest map of alternatives including doing nothing, the gap, your approach as the consequence, and the proof with a number — with the full example pitch in five sentences. It is the link that turns positioning into a sales conversation. It's included in your purchase.

5. July 2026

   The churn nobody chose

   The retention part gains the dunning system: the leak from failed payments — expired cards, declined charges — that accounts for up to 40% of a SaaS's churn and is closed with plumbing, not persuasion. The four pieces: the heads-up before the failure, smart retries, the recovery sequence fixed in one click, and the grace window. It's included in your purchase.

6. July 2026

   New template: manufacturing salespeople

   The templates appendix adds the salesperson ramp: the 30-60-90 plan that turns onboarding a rep into a school with exams — the playbook as study material, certification by role-play before touching a real lead, shadowed selling and their own pipeline — with time-to-first-deal as the machine's metric. It's the piece the T2D3 path demands in order to triple. It's included in your purchase.

7. July 2026

   The play of entering another country

   The founder lessons gain international expansion: how to choose the first country with judgment, not romanticism; what you actually localize — price, message and compliance, not just the website — and the remote → partner → own-team sequence where each step pays for the next. With the two map traps: the trophy country, and the expansion that inherits no references. It's included in your purchase.

8. July 2026

   New template: the partner kit

   The templates appendix adds the partner kit, which arms the channel to sell for you — the two-minute pitch in their language, the trigger for when to think of you, the recorded demo, their own battlecard and the first deal shadowed — with the rule that governs the program: a partner without their first deal in 90 days is a logo, not a channel. It's included in your purchase.

9. July 2026

   New template: the client's kickoff

   The templates appendix adds the 30-day onboarding plan, which turns the handoff from sales to post-sales into a project with an owner and an end date — handoff sheet, kickoff with success criteria in writing, first value dated, milestones with alerts and a close with a verdict — with a new figure that shows it as a calendar at a glance. It's the piece that keeps a just-signed client from getting lost before they see the value. It's included in your purchase.

10. July 2026

    The client's health sensor

    The retention part gains the health score built piece by piece — the observable signals, the traffic light and the play tied to each color — with a new figure that shows it at a glance, and the QBR as a ritual with a fixed agenda where that sensor becomes a conversation with the client. It's the apparatus that turns «keeping the client» into an operable system. It's included in your purchase.

11. July 2026

    New real-world case: deployment as the wedge

    The case catalog adds the deployment-led engine: how a complex, high-value product enters by sending its engineers to build the first use case with the client's data — the forward-deployed engineers — when it's the right play, and the discipline that turns it into a product and not a consultancy. A pattern very present today in applied-AI startups. It's included in your purchase.

12. July 2026

    More depth on growth and demand

    The end-to-end case study takes on the growth pace an investor watches — the path of tripling and then doubling ARR — and what go-to-market demands at each stage; the brand part adds category entry points: the situations that make a client remember you right when their need arises; and the channels part, the GTM budget as a living portfolio — the 70/20/10 rule and reallocation by marginal payback. Like every improvement, it's included in your purchase.

13. July 2026

    Current edition

    The complete go-to-market system for B2B startups — the four engines, the six skills, outbound and inbound, the AI part (the pendulum effect, building and governing an agent) and the business of getting paid for judgment —, with 18 templates, 18 real company cases and 35 figures. The book grows with the discipline; this is the edition you get today, and every future improvement is included in your purchase.

Current edition: 1st edition · July 2026

1. July 2026

   Launch

   First edition: 32 lessons across 10 modules, from zero to specialist, with the built-in AI tutor, the GTM prompt-and-agent library, the final exam and the verifiable certificate.