Web & Digital
Tru Decision Intelligence
Built the Tru platform with the founders: a living market model that interprets converging evidence and turns it into inspectable attention judgements for B2B GTM teams.
Visit live site- Client
- Tru
- Industry
- B2B GTM
- Year
- 2026
- Duration
- Embedded with the founders
Living Map
Market model
5
Attention judgements
Pre-launch
Design partners
The challenge_
By the time a B2B opportunity becomes obvious, the advantage has already narrowed. GTM teams already have CRM for known history, signal tools for recent activity, and static lists for ICP fit. None of those views can say whether separate changes are converging into commercial readiness. The cost is not missing data. It is attention arriving too early, too late, or in the wrong place. Tru needed a product that could interpret changing evidence, show where to act now, what to monitor, what to deprioritise, and why, without pretending a purchase has already been proven.
Our approach_
We embedded with Jay and Adam, learned the Decision Intelligence domain quickly, and built the platform around a living market model rather than another activity feed. Evidence is dated and scored for whether it reinforces or contradicts, so one hiring event stays noise until independent leadership, hiring and expansion observations form a pattern. Those patterns roll up into inspectable attention judgements: Attention Now, Monitor, Hold, Deprioritise, and Insufficient Evidence. The Living Market Map connects market structure, 30-day movement, the accounts contributing to that movement, and the attention consequence. Sector Packs keep sources, language and taxonomy market-specific, starting with B2B SaaS. Uncertainty stays visible. The work shipped as something a design partner can inspect, not a black box of scores.
The outcome_
Tru is live at gettru.ai as a pre-launch product seeking design partners from complex B2B GTM teams. Founders can walk a partner through how a judgement is reached: what changed, how recent it is, whether the pattern is strengthening, and why attention should move or wait. The commercial hypothesis is on the page, more time to prepare and better-timed attention, ready to be proved or disproved with real markets. Adam Dale, co-founder, said the team understood the product, delivered high-quality work, and played a key role in the platform's success.
More work
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