We've spent 30 years inside scaling companies.
The problem is almost always the same.
The evidence of why customers buy already exists.
It lives in:
- founder instinct
- top-performer conversations
- the deals that closed fastest
The issue is not that the pattern is missing. Nobody extracted it. So when the founder steps back, growth becomes non-transferable. The team works harder. Pipeline expands. Forecasts drift.
Because the commercial logic behind the best wins still lives inside a few people. Hiring will not fix that. Not a brand refresh. Not an imposed sales methodology.
The real question is simpler: can the wider team clearly explain why the best customers bought?
The companies that scale predictably can. The ones that struggle usually cannot.
That is the work Shift90 does.
We extract the buying pattern behind the best wins and turn it into a repeatable commercial system that the wider team can use. Because buyers now form decisions before sales is in the room. AI shapes the shortlist upstream. And your website is no longer a brochure.
When the source code is wrong, every downstream output is wrong.
Your website is the source code behind every commercial conversation that follows.
Mindit.io · Romanian boutique IT services · 90-day engagement · 2024
Irina Arsene founded Mindit in 2015 and did all the early selling herself. When she stepped back, a new CEO came in. Nothing sold. Three flat quarters. No new name clients.
The EBRD brought in a strategy consultant who tried several approaches. None worked. It was Irina who identified the real problem — the buying pattern she had spent years building had never been extracted for anyone else to use. She brought in Mark Gibson to do exactly that.
Six customer interviews surfaced it. Mindit's best clients hadn't hired them for IT capability — they'd hired them because Mindit would take a fixed-price, outcome-based risk on their problem. Most near-shore providers wouldn't.
Every customer-facing team member went through two half-day sessions — consultative selling skills and whiteboard storytelling — learning to open conversations around the buyer's situation rather than Mindit's credentials. The team practised the whiteboard story eight times until they owned it.
During the engagement the CEO was replaced by an interim. At the end of it, Irina resumed command — with the pattern documented and the team trained to use it.
New-name clients closed in Germany and Switzerland within 90 days. The client base grew 100% in 12 months. Irina was recognised as EY Romania's Entrepreneur of the Year in 2025.
"Working with Mark has been transformative for our sales process and growth. His insights have been invaluable in reshaping our engagement with prospects and driving lasting results."
Roxana-Maria Stanieu · Head of Growth, Mindit.io
Our founding team
Craig Vintcent
Go-to-Market Acceleration
Craig has spent 28 years inside, scaling B2B businesses, watching the same problem repeat itself: sales and marketing operating from different versions of who the buyer is and why they buy. He works with commercial leadership teams to align both functions around the same customer truth — the specific situations, triggers, and decision criteria that drive the wins worth replicating.
Lawrence Flude
Positioning & People
Lawrence works at the point where a company's positioning meets the people responsible for delivering it. Most positioning projects produce a document. Lawrence's produce a shift — in how a team talks about what they do, how they recruit for it, and how they build a culture that the market can actually feel. He's done this across technology, professional services, and high-growth consumer brands.
Mark Gibson
Revenue Acceleration
Mark's starting point is always the same question: why did the last ten best deals close? The answer is almost never what the sales deck says. Through customer interviews, visual storytelling, and immersive team sessions, he extracts the buying pattern behind the wins and instils it across the commercial team — so growth no longer depends on who happens to be in the room.