Why I Nearly Said No to Co-Writing This Article

Arttu Huhtiniemi proposed a title I wasn’t comfortable signing. But the argument underneath turned out to be right, so we spent the summer writing a…

Aug 25 • Antti Latva-Koivisto

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July 2026

Understand First, Scale Second: A B2B SaaS Founder’s Story

A Finnish startup spent months interviewing customers before writing any code, then funded growth entirely through client revenue. This is the story of…

Jul 21 • Antti Latva-Koivisto

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May 2026

Why Product Discovery Keeps Failing For Complex B2B SaaS

Product discovery treats three different activities as one. For complex B2B software, that confusion leads to expensive trial and error labelled as…

May 13 • Antti Latva-Koivisto

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May 2025

The 5-Step Framework to Predict and Create Your B2B SaaS Market’s Future (Part 4)

Learn how to systematically identify optimal solutions to customer problems and position your B2B SaaS at your market’s destination years ahead of…

May 7, 2025 • Antti Latva-Koivisto

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April 2025

Three Cases of Predicting Market Evolution to 10x Optimal Solutions Years in Advance (Part 3)

Discover how analysing and reasoning about customer problems enabled predicting major market shifts years in advance, and how you can develop this same…

Apr 23, 2025 • Antti Latva-Koivisto

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How to Predict B2B SaaS Market Evolution Before Your Competitors (Part 2)

Today’s agile product methods optimise for iteration, not foresight. Deductive Innovation shows how to identify and develop the optimal B2B SaaS…

Apr 16, 2025 • Antti Latva-Koivisto

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The Hidden Pattern: Why B2B SaaS Markets Are More Predictable Than You Think (Part 1)

Markets follow a predictable pattern of converging toward optimal solutions. Understanding this dynamic allows you to build a product that captures a…

Apr 9, 2025 • Antti Latva-Koivisto

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March 2025

Why Enterprise Customers Rejected Value-Based Pricing of an AI SaaS Product

A B2B SaaS company abandoned an elegant value-based pricing model of their AI product for a simple subscription because enterprise customers preferred…

Mar 11, 2025 • Antti Latva-Koivisto

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February 2025

Breaking Down Product-Market Fit: The Crucial Split Most B2B SaaS Companies Get Wrong

Splitting Product-Market Fit into Problem-Solution Fit and Go-to-Market Fit explains what causes PMF and how to achieve it systematically.

Feb 28, 2025 • Antti Latva-Koivisto

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The $1M Mistake You’re Making Before Writing a Single Line of Code

Four factors determine whether a B2B SaaS opportunity will fly or burn through its runway. Many companies never check any of them.

Feb 17, 2025 • Antti Latva-Koivisto

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October 2024

How to Define Customer Problems That Tell You What to Build in B2B SaaS

The test for a precise problem definition? You can evaluate any alternative solution against it. Most definitions fail because they lack 10 foundational…

Oct 31, 2024 • Antti Latva-Koivisto

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The 8 Universal Principles of Customer Problems in B2B SaaS

Understanding the true nature of all customer needs reveals how you can create solutions that deliver exceptional value, and why common misconceptions…

Oct 17, 2024 • Antti Latva-Koivisto

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