What we do

Disruptive Startups Are Different — Innovators Are Looking for Them!


Everything is different for a disruptive innovation company going to market.

If you have technology that changes how something is done, you are very different from the “nice-to-have” features in hundreds of VC funded B2B firms.

But, unfortunately, they have polluted the buyers because they cold call, attack them with Account Based Marketing, drive them crazy.

So, B2B buyers avoid enterprise B2B sellers like they had Ebola.

Your world is different.  There are buyers who WANT to hear from you; you just must get through the noise.

And venture capital will not let that happen.

Disruptive innovation does not need venture capital because early venture capital will make the disruptive company do stupid things fast.

The venture capital firm will force the disruptive innovation company to hire a sales force it does not need, bulk up marketing, business development and spend money on useless things that bring no value.

The disruptive technology company is selling to the innovator and early adopter.

Building that expensive sales force is just a waste of time.  Those former B2B enterprise sales teams could not find an early adopter if he or she were wearing a prison ankle bracelet.

Thus, few sales, endless dilutive financing rounds, and the founders lose their equity.

Everything is different before you have your first customer, or your first real, paying-in-full customer. Your physics are entirely unlike any other type of company because you need to sell to a different buyer—-the innovator.

As the traditional technology adoption curve below shows, your market is the early adopter. And the early adopter has characteristics unlike the rest of the market. They think differently, respond to different stimuli, and often want to be your best ally.


Contingency Sales’ advisory is 100% focused on the early adopter.

That adopter is not hard to find—they just respond to different messages.

They want to find you as much as you want to find them.

Our commentary falls into each of the following areas: