The method

Built to Bought™

From what you’ve built to what the market wants to buy.

Murphy & Company is a growth practice for frontier tech. We close the gap between what you’ve built and what the market wants to buy.

Built to Bought™ is the method we use to do it: one constraint at a time, across five dimensions.

Why great technology goes unbought

Technical companies explain themselves from the science up. Buyers decide from their problem down. Built to Bought™ turns the story the right way round, across five dimensions a buyer has to get through, whether you’re selling, raising or tendering.

Problem

The job to be done

The question

Can the buyer say the problem in their own words, without naming your technology?

Broken

You lead with the tech, and buyers nod but never talk about what the problem costs them.

Fixed

Buyers describe the problem back to you and raise its cost in time, money or risk before you show anything.

Buyer

Who decides

The question

Who signs, and who else has to say yes?

Broken

You know the organisation but not the person, and deals stall at an approver you’ve never met.

Fixed

Every live deal or raise has a name against user, champion, budget holder and approver.

Difference

Why you, and not the nearest alternative

The question

Why you, over the nearest alternative, including doing nothing, building it in-house or staying with the incumbent?

Broken

Your claims could come from any competitor, and you lose to “not now”.

Fixed

You lead with what only you can offer, and buyers have told you it matters.

Proof

The evidence a buyer can repeat

The question

What evidence can a non-technical buyer repeat to their boss?

Broken

Your proof is your own claims or specs, buried deep in the deck or the tender.

Fixed

Your top proof point comes from a third party, fits in one sentence and sits up front. Proof gets stronger as it moves from claim, to demonstration, to third party, to in market.

Adoption

How the story gets used in the room, the deck and the tender

The question

Does the story survive being retold without you?

Broken

Champions retell it differently, and your deck, website and tender each open with a different story.

Fixed

A champion retells it accurately to someone you’ve never met, and every asset opens with the same problem sentence and proof.

Know which dimension is holding you back? Let’s find out.

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How we put it to work

The Diagnostic scores you on all five dimensions and finds the one constraint, the thing holding the rest back. You leave with each of the five dimensions scored, your story rewritten, and a roadmap for what to fix first.

Growth Quarters fix one constraint per quarter, in market. At the end of each quarter we re-score you against the same five-dimension criteria as the Diagnostic, so you can see what moved and pick the next constraint.

Where it comes from

Chris Murphy built Built to Bought™ from 16+ years in top-tier advertising agencies in the UK and Australia, on brands such as Qantas, Google and Toyota.

That work was about making complex products simple enough to buy.

Built to Bought™ brings the same discipline to frontier tech, where the product is harder to explain and the stakes of getting it wrong are higher.

Before and after

For example:

Same technology, same facts. The second one is the line a buyer repeats to their boss.

If your technology is ahead of how the market understands it, let’s talk.

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