your position on the canvas · red → green
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How to find and replicate your biggest and best wins.
”Master this box and your wins become a repeatable playbook — not a lucky guess.
Work top to bottom:Start→Do the work→You’re ready
START HERE
You closed the deal — and never found out why they bought.
You celebrated and moved on. You marketed Feature X — but they bought because of Feature Y you barely mentioned. Keep guessing, and you’ll pitch the wrong thing to the next 100 prospects.
→ Do you actually know why your last customer bought — in their words?
DO THE WORK
Ask the 5 Post-Close Questions.
Analyze wins, not losses. Losses tell you what to avoid; wins tell you what to replicate — what triggered them, what made them choose you, and where to find more people just like them. After three wins, the answers become your repeatable sales playbook — the bridge from founder-led sales to scalable growth.
Wins > losses: losses tell you what to avoid; wins tell you what to replicate. After three, the pattern is your playbook.
“We marketed Feature X, but customers value Feature Y we barely mentioned.”
YOU’RE READY
After three wins, you have a repeatable playbook — in your customers’ words.
When you can replicate what actually drives your wins, you’ve mastered Won Sales Analysis. Move on to the Marketing Moat.
THE THREE BIGGEST MISTAKES
SKIP
You spend more time picking apart your losses than studying your wins — so you end up with a list of individual objections instead of a repeatable pattern.
SHORTCUT
You don’t do a won-sales analysis at all — you celebrate the close and move on, so the pattern is lost.
STUMBLE
You never ask what triggered the deal, so you can’t trace the events that led your last 3 wins back to a repeatable pattern.