The Wondering, which soft-launched in October 2025, is moving from its initial quiet phase to a more targeted visibility push aimed specifically at founder-led B2B startups struggling with repeatable growth. The company focuses on North American startups at pre-seed and seed stages, along with select early Series A companies where founders still lead go-to-market efforts, particularly in B2B software and tech-enabled services where systems, data, and churn provide critical insights.
According to Gerdus "Gus" Byleveld, Founder of The Wondering, most early-stage teams face a repeatability problem rather than a motivation problem. "Growth feels random because the work is still held together by heroics," Byleveld explains. "The shift happens when you get clear on why customers buy, why they don't, and how to run that process consistently—week after week." This approach is designed for lean teams of 2-25 full-time employees where founders are still actively selling and the first go-to-market hires are joining.
The company's methodology centers on helping 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. This involves tightening market positioning by identifying who the product is truly for and why it wins, pressure-testing positioning against actual buyer language rather than internal assumptions, and turning customer behavior into actionable signals about what's working, what's leaking, and what's being misunderstood.
A key component of The Wondering's approach is treating churn as a message rather than a mystery. "Churn isn't just a metric. It's a message," Byleveld adds. "If it's rising, something is misaligned—value, onboarding, expectations, targeting, pricing, or the way the offer is framed. The fix isn't more noise. The fix is clarity and a system." The company also helps teams build sustainable cadences that don't depend on founder stamina, preventing burnout while maintaining growth momentum.
The Wondering is expanding its focus to include global startups expanding into the U.S. market, where go-to-market design rarely follows plug-and-play patterns. Additionally, the company is opening more conversations with accelerators, incubators, venture studios, university programs, and founder communities that want immediate, applicable go-to-market support for their cohorts. This work aims to reduce guesswork, accelerate learning, and help teams build traction responsibly without relying on hype or unsustainable practices. More information about their approach can be found at https://thewondering.net.
