Use thesis-driven outreach with specific hypotheses about target customer problems
Before reaching out to prospects, build specific hypotheses about what problems they likely face based on their business model. Frame outreach as 'comparing notes' on a shared problem rather than selling. This demonstrates domain expertise and makes conversations educational rather than transactional.
When to use
When selling to technical buyers or complex B2B problems where you need to establish credibility before pitching. When targeting specific companies you've researched deeply.
Don't do this
Generic cold outreach that says 'I have a solution, are you interested?' without demonstrating understanding of their specific situation.
1 Founder Who Did This
Built thesis for Instacart that they must be managing product listings, images, nutrition data from hundreds of stores. Reached out saying 'I'm passionate about solving data fragmentation, do you see this problem?'