Scaling Innovation

You've built a great product—now what?

The brutal truth: most startups and scale-ups don't fail because of bad products. They fail because they never figure out how to grow fast—and profitably. Some chase market share at all costs, burning cash on customers who won't pay enough to sustain the business. Others over-monetise too soon, pushing away the customers they need to reach scale. Still others obsess over customer loyalty, missing larger markets and monetisation potential. And then there are those who assume a great product will sell itself, only to realise too late that pricing, packaging, positioning and value selling matter just as much.

The true winners take a different approach. They adopt a Profitable Growth Mindset, refusing to choose between market expansion and monetisation—instead, they dominate both. Instead of relying on instinct or momentum, they architect growth with precision, making every move count towards building enduring value.

In this highly-anticipated sequel to Monetizing Innovation, Madhavan Ramanujam and Eddie Hartman unveil a battle-tested playbook for architecting profitable growth. Drawing from their experience advising over 400 companies—including 50+ unicorns—the authors dissect both legendary successes and costly failures. Packed with real-world case studies, hard-hitting insights, and nine breakthrough strategies, Scaling Innovation reveals how founders, executives, and investors need to navigate the critical transition from product-market fit to building an enduring, high-value business.

If you want to scale smartly, outmanoeuvre competition, and unlock exponential revenue, this book will show you how.

Inside, you'll learn:

• Why the “single-engine strategy” dooms so many businesses—and how to avoid it
• How to create outcome and usage-based monetisation models
• The secrets to mastering value messaging—and getting customers to pay what you're worth
• Mastering sales negotiations—“give and get” strategies to close faster, better and more often
• How to stop churn before it happens, maximise upsells, and handle price increases with confidence
• The essential tactics for balancing market share and wallet share—without losing momentum

If Monetizing Innovation taught you how to build a great product, Scaling Innovation will teach you how to build a great business—one that thrives, scales, and creates real enterprise value.

Read it. Apply it. Build something that lasts.