About

About the book.

Fifty Adopters is a business-development book for B2B founders whose revenue depends on a small number of named counterparties rather than on mass-market reach.

Eighteen chapters. Five parts. One Field Manual.

Eighteen chapters arranged in five parts, each ending with a one-page working sheet — the wee nugget. The Field Manual reprints all eighteen sheets in book order, ready to print or photocopy, so the working copies live in one place.

The chapters are short by design. Each argues one idea, offers three insights, and closes with a decision the reader is meant to make on paper before turning the page. It is a book for a founder who has an hour on a train and a decision to make, not for one who wants a manifesto.

Reference shelf, for anyone asking where the book stands: The Mom Test, Obviously Awesome, Crossing the Chasm, Never Split the Difference.

About Theo Marsh.

Theo Marsh is a go-to-market advisor to early-stage B2B founders whose revenue depends on a small number of named counterparties. He works with founders from pre-seed through Series A on the specific problem of turning content into signed deals inside a Ring 1 of fifteen to fifty people.

Fifty Adopters is his first book.

Composites, and why.

The founders and figures in this book are composites. The pattern is drawn from real advisory work; the names, industries and numbers are illustrative and set to make the argument clear without exposing any single founder's business. Where a specific figure appears — a £30,000 pilot, a 41,000-view video, a two-year runway — read it as an example calibrated to the shape of the argument, not as a claim about a particular company.

Contact.

For press, foreign rights, or serious advisory enquiries: hello@fiftyadopters.com.