Hardware go-to-market, taken apart
Two substantial pieces a month, plus one public teardown — sourced from the questions real founders and prospects actually ask. Every article: named numbers, one original diagram, sources linked.
The four pillars
Every article belongs to exactly one. If it fits none of them, it doesn't get written.
| Pillar | What it covers |
|---|---|
| Diagnosis | The recurring GTM failures in hardware companies, named and taken apart. If you recognise your company in the first paragraph, that's the point. |
| AI visibility | How technical buyers now research vendors inside ChatGPT, Claude, Perplexity and Gemini — and what to do about it. The newest, least contested territory in B2B marketing. |
| Operating | How to actually build a marketing function: hiring, sequencing, stack, reporting. The long-shelf-life material behind the Build and Lead tracks. |
| Teardowns | Public diagnostics of real companies I don't work for — including what the AI assistants say about them versus their competitors. |
Publishing schedule
The site launched July 2026; the first articles land in August, starting with "Why hardware pilots don't convert" and the first public teardown of a robotics company. Until then, the densest material on the site is the Approach page and the live Ridley Engineering engagement log.
The fastest way to get the analysis: bring me your company
Thirty minutes, three observations about your market prepared in advance. More useful than any article.