The Wondering Targets Founder-Led B2B Startups to Build Repeatable Growth Systems

The Wondering, which soft-launched in October 2025, is shifting from its initial phase to a more targeted visibility push aimed at specific founder-led B2B startups. The company focuses on North American startups at pre-seed and seed stages, along with select early Series A companies where go-to-market strategy remains founder-led. Its services are particularly relevant for B2B software and tech-enabled services businesses where systems, data, and churn provide critical insights into performance.

According to Gerdus "Gus" Byleveld, Founder of The Wondering, most early-stage teams face a repeatability problem rather than a motivation problem. Growth often feels random because work is sustained through individual heroics rather than systematic processes. The shift toward sustainable growth occurs when teams gain clarity on why customers buy, why they don't, and how to run that process consistently week after week. The company helps founders build go-to-market systems that withstand pressure, especially in complex B2B environments with longer sales cycles and enterprise dynamics where retention matters as much as pipeline generation.

In practical terms, The Wondering's approach involves tightening the product-market wedge by defining who the product is truly for and why it wins in the market. It pressure-tests positioning against real buyer language rather than internal assumptions, turns customer behavior into usable signals to identify what's working and what's leaking, and treats churn as a message rather than a mystery. The company also helps teams build sustainable cadences that don't depend on founder stamina and assists global teams in designing go-to-market strategies for the U.S. market with fewer false starts and faster learning cycles.

Byleveld emphasizes that churn represents more than just a metric—it's a message indicating misalignment in value delivery, onboarding, expectations, targeting, pricing, or how the offer is framed. The solution isn't generating more noise but achieving clarity and implementing a systematic approach. The Wondering is also expanding conversations with accelerators, incubators, venture studios, university programs, and founder communities that seek immediate, applicable go-to-market support to reduce guesswork, accelerate learning, and help teams build traction responsibly. These organizations can learn more about The Wondering's approach at https://thewondering.net.