Pricing surgery treats price as the highest-leverage B2B lever: diagnose willingness-to-pay, pick the value metric, set a reference frame, build a three-tier contrast set, then plug discount leaks.
A Pain Signal Profile is a five-part buying brief: a public signal, the operational pain it implies, why that pain is acute now, who feels it at 11am on Tuesday, and the exact phrases that person uses. It replaces a static ICP.
A JMC cold email is four jobs in under 90 words: a verbatim public signal, the pain that signal implies, a 22-word EVP, and a binary ask. Demographics are not a signal.
An Early Value Proposition is a ≤22-word line matched to a Schwartz awareness tier. Same product, five lines, because the unaware buyer and the vendor-comparing buyer are not the same reader.
Founder-brand compounding is a four-pillar rotation — Pillar, Proof, Process, Person — written in the founder's voice. It refuses thought-leader cadence, engagement bait, and AI-detection filler.
Five MIT GTM operator skill packs: Pain Signal Profile, EVP, cold email, founder-brand, pricing surgery.
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