Founder checklist: working with NO BS
Follow up to how we work with startups
NO BS is not for every startup, at every moment. This checklist helps founders decide when it makes sense to bring us in, and when a full-time hire or a different path fits better.
1. You're still early in the market
Young company, often Series A-B, without brand pull, local proof or default credibility yet.
Work with us if you need to build trust and judgement in-market before committing to long-term headcount.
2. Runway makes reversibility matter
When runway is finite, fixed bets are risky. This works when upfront cost stays contained, incentives are tied to outcomes, and urgency is shared.
Work with us if speed and reversibility matter. If they don't, committing early is easier to justify.
3. You're clear on the outcome
This fails with fuzzy goals. Sharp objective sounds like "$250k ACV in Malaysia in 12 months," "8 meetings a month with FMCG marketing directors" or "6 logos in 6 months across APAC before our Series A."
Work with us if you know what you're trying to achieve, even if you're unsure how to get there.
4. Your operating model and offering can flex
Real market conversations surface real asks: pricing, contracts, service levels, onboarding, compliance, timezone support.
Work with us if your company can adapt how it operates and what it sells without weeks of internal friction.
5. Geography rewards being in the room
Asia is not one market. Budgets and decision-makers concentrate (Singapore hosts 4,000+ regional HQs, from Google to L'Oréal), relationships and norms matter, and Zoom calls don't cut it.
Work with us if being physically in-region and credible early unlocks access faster than a cold start.
6. You need senior, top-down access
Enterprise deals here are rarely bottom-up. Budget and authority sit with CXO, MD, VP and GM levels, increasingly involving global HQ in the US or EU.
Work with us if you need senior access and long-horizon relationships, not just more activity.
7. You'll stay involved
The first 3 to 6 months need founders close: fast calls, unblocking, weekly review.
Work with us if you're prepared to stay in it.
8. You value clarity over validation
Working in-market surfaces signal fast, and that can mean hearing "this buyer isn't real," "this market isn't ready yet," or "this shouldn't be your priority right now."
Work with us if you want the truth, not comfort. You can see how this plays out in our case studies.
The principle underneath it all
NO BS is not a shortcut. It's a time-bound way to reduce uncertainty before decisions become expensive to undo. Sometimes that leads to a hire, sometimes to hiring differently, sometimes to a longer engagement, and sometimes to waiting, confidently.
If the market matters and the cost of guessing is high, let's talk.
Read more about how we work with startups.