CONTENTS
The Displacement Doctrine
Issue 02 - 2026
APPENDIX
CONTENT
01
The Patterns in the Noise
How patterns of displacement emerged from the field.
02
The Era of Displacement
Why your competitor is no longer nothing, but good enough.
03
Intelligence as Insight
Why timing is physics in displacement sales.
04
The Wedge Strategy
Piercing the perimeter with high-value entry points.
05
Mapping the Terrain
Navigating the organizational chart of a displacement deal.
06
Technical De-Risking
How to be a risk mitigator in high-stakes migrations.
07
The Liberation Squad
The high-velocity unit assigned to must-win accounts.
08
The Economics of Displacement
Shifting the focus from infrastructure cost to unit economics.
09
Measurement & Incentives
Why you can't pay hunters with a farmer's package.