Scale Your Go-to-Market
Optimize GTM Motions
Streamline GTM Workflows
Drive Sustainable Growth

SCALE YOUR GO-TO-MARKET

How Leading Entrepreneurs Use Lean Principles to Drive Sustainable Growth

What A Unicorn Knows shows you how to scale your go-to-market strategy (GTM) for efficient growth.

What A Unicorn Knows centers on a powerful operating model using lean principles to scale your GTM organization, optimize GTM motion, streamline GTM workflows, and drive sustainable growth: The Unicorn Model.

The Unicorn Model is built around five lean-based principles delivered in an easy-to-remember mnemonic, S.C.A.L.E.:

Strategic speed
Constant experimentation
Accelerated value
Lean process
Esprit de corps

The Unicorn Model

All companies face four restraining forces that can severely limit growth and scale.

DRAG

Scale your go-to-market (GTM) with What A Unicorn Knows

Drag comes from organizational misalignment, slowing down the company’s ability to make decisive strategic moves swiftly. 

INERTIA

Scale your go-to-market (GTM) with What A Unicorn Knows

Inertia is responsible for waning product performance and poor innovation pipeline throughput.

FRICTION

Scale your go-to-market (GTM) with What A Unicorn Knows

Friction causes slow product adoption, poor customer experience, retention/ renewal difficulty and undelivered customer outcomes.

WASTE

Scale your go-to-market (GTM) with What A Unicorn Knows

Waste is the #1 enemy of productivity and comes from performing unnecessary work, which in turn blocks value flow.

The Unicorn Model responds to these restraining forces.

The original back-of-the-napkin sketch looked like this:

Scale your go-to-market (GTM) with the Unicorn Model

The S.C.A.L.E. Principles

Strategic Speed

Strategic speed is defined as the optimal speed for strategy design, deployment, and decision making. It is possible to reduce drag and achieve optimal speed with less effort with the organizational equivalent of drafting. The faster you go, the more energy you save. It’s a virtuous cycle.

Scale your go-to-market (GTM) with What A Unicorn Knows
Scale your go-to-market (GTM) with What A Unicorn Knows

Constant Experimentation

Continuous product innovation is simply ante to the game, but without constant experimentation driving the innovation flywheel, corporate inertia will set in. The goal is to make simple, fast and frugal experimentation the operating norm before ‘big-company syndrome’ sets in.

Accelerated Value

Customers want frictionless experiences and immediate value.  Accelerated value begins with mapping out specific jobs-to-be-done by plotting customer objectives and desired outcomes against your internal processes and closing all possible value delivery gaps.

Scale your go-to-market (GTM) with What A Unicorn Knows
Scale your go-to-market (GTM) with What A Unicorn Knows

Lean Process

Lean process is focused on workflow optimization by eradicating waste, using continuous improvement methods developed in the United States during World War II and transferred during its post-war rebuild of Japan. who termed the method kaizen. Lean kaizen sprints are a central tool in the Unicorn Model.

Esprit de Corps

French for ‘group spirit,’ esprit de corps figures centrally in results-oriented organizations. It takes a team, and a special breed of leadership called “Glue & Grease” to create the kind of culture that enables the first four operating principles to come to life.

Scale your go-to-market (GTM) with What A Unicorn Knows

You don’t need all five principles in equal measure, nor can having all of them guarantee ultimate success. But some degree of each — tailored to your specific situation — can significantly increase the odds of success. 

Just how to find the right mix is… what a unicorn knows!

PODCASTS & WEBINARS

ARTICLES & TOOLS

ABOUT US

Authors | Advisors

Matthew May and Pablo Dominguez have been working together for over a decade to optimize performance of fast-growing technology companies. They lead, respectively, the Lean ScaleUp program and Sales & Customer Success Center of Excellence for the Onsite go-to-market advisory unit of Insight Partners, a leading global venture capital and private equity firm investing in high-growth technology and software ScaleUp companies that are driving transformative change in their industries. 

MATT

Matthew E. May

Matthew heads the Lean ScaleUp program at Insight Partners and is the author of five previous books, including bestselling and award-winning titles The Elegant Solution, The Laws of Subtraction, and Winning the Brain Game. His background spans over 25 years of experience guiding senior leaders and their teams through GTM strategy, innovation, and lean initiatives.

Matt’s perspective is heavily influenced by spending nearly a decade with Toyota. His work has been published in high-profile publications such as The New York Times, Harvard Business Review, and The Rotman Management Magazine.

A graduate of The Wharton School (MBA) and Johns Hopkins University, Matt is an avid cyclist and published songwriter, but considers winning The New Yorker cartoon caption contest one of his greatest creative achievements.

Pablo is Operating Partner at Insight Partners, where he advises a portfolio of over 500 companies on building and scaling effective commercial teams through the application of proven and repeatable go-to-market and operational best practices. He brings 25 years of global sales operations experience, including senior leadership roles at ADP, AppNexus, Avaya, and The Alexander Group.

A graduate of NYU’s Stern School of Business (MBA) and the McCombs School of Business at The University of Texas, he enjoys skiing, mountain biking, chess, grilling/smoking BBQ, playing tennis with his wife, and watching movies with his kids.

Above all else, Pablo is a die-hard Texas Longhorn fan.

What a Unicorn Knows is his first book.

ABOUT US

Matthew May and Pablo Dominguez have been working together for over a decade to optimize performance of fast-growing technology companies. They lead, respectively, the Lean ScaleUp program and Sales & Customer Success Center of Excellence for the Onsite go-to-market advisory unit of Insight Partners, a leading global venture capital and private equity firm investing in high-growth technology and software ScaleUp companies that are driving transformative change in their industries. 

MATTHEW

Matthew E. May

Matthew heads the Lean ScaleUp program at Insight Partners and is the author of five previous books, including bestselling and award-winning titles The Elegant Solution, The Laws of Subtraction, and Winning the Brain Game. His background spans over 25 years of experience guiding senior leaders and their teams through GTM strategy, innovation, and lean initiatives.

Matt’s perspective is heavily influenced by spending nearly a decade with Toyota. His work has been published in high-profile publications such as The New York Times, Harvard Business Review, and The Rotman Management Magazine.

A graduate of The Wharton School (MBA) and Johns Hopkins University, Matt is an avid cyclist and published songwriter, but considers winning The New Yorker cartoon caption contest one of his greatest creative achievements.

PABLO

Pablo Dominguez co-author of What A Unicorn Knows

Pablo is Operating Partner at Insight, where he partners with a deep set of portfolio of companies to build and scale effective commercial teams through the application of proven and repeatable go-to-market and operational best practices. He brings over 23 years of global sales operations experience, including senior leadership roles at ADP, AppNexus, Avaya, and The Alexander Group.

A graduate of NYU’s Stern School of Business (MBA) and the McCombs School of Business at The University of Texas, he enjoys skiing, mountain biking, chess, grilling/smoking BBQ, playing tennis with his wife, and watching movies with his kids.

Above all else, Pablo is a die-hard Texas Longhorn fan.

What a Unicorn Knows is his first book.

CONTACT

Engagement Inquiries

I'm interested in: