Insights
Practical thinking on winning in America.
Short, specific pieces on US market entry, sector strategy, and the mechanics of getting from ambition to signed customer. No downloads behind forms — if it is worth writing, it is worth reading in full, here.
30 July 2026 · 4 min read
You are not selling to the US market. You are selling to one person.
The unit of US go-to-market is not the state, the sector, or the trade show. It is the person who signs the order. Name thirty of them and the plan writes itself.
23 July 2026 · 4 min read
Proof density, no hedging, and a next step with a date on it
American buyers say yes when they can carry the room with evidence. Three mechanics that decide whether a good deal moves or quietly cools.
16 July 2026 · 4 min read
What American buyers do with your proposal after you leave the room
The decision happens in a meeting you are not in. What survives that meeting is evidence your champion can forward without rewriting it.
9 July 2026 · 5 min read
What is different about American buyer psychology
Strong discovery calls, excellent demonstrations, solid references, and then the deal cools. The problem is rarely the product. It is friction in how the conversation is framed.
2 July 2026 · 3 min read
Every time I work out the US rules, something changes
The rules will keep moving. What stalls deals is not the change but the uncertainty it creates inside legal, procurement, and information security.
25 June 2026 · 4 min read
Can we not just find a distributor?
It sounds simple: one good partner covers the country. What usually follows is eighteen months of optimistic updates, an empty pipeline, and no market knowledge of your own.
Traction in the U.S.
One idea per issue, on winning in America.
Practical thinking on US market entry and commercial acceleration for UK and European companies — sent when there is something worth saying, not on a schedule. No archive dumps, no filler.
Prefer email? Write to tr@axel-us.com.