THE SYSTEM
PROPEL is a modular go-to-market system
built specifically for B2B cleantech companies.
Most GTM support gives you pieces. A messaging doc here. A sales deck there. A consultant who hands you a strategy and disappears. PROPEL is different.
It's a connected system — built in modules, sequenced by logic, and designed so that every component makes the others stronger. You engage the modules you need, in the order that makes sense for where your commercialization is actually breaking down.
Six steps of thinking. Four modules of building. One system you own.
HOW PROPEL THINKS
Your pilot worked. Your commercial system hasn't caught up yet. PROPEL.
P — Pinpoint
Define the commercial target with precision.
R — Reframe
Shape your value into a narrative the market can grasp.
O — Organize
Map strategy to the buyer journey and asset architecture.
P — Prove
Build the evidence that reduces friction and increases belief.
E — Enable
Equip your team to move decisions without you in every room.
L — Loop
Install the follow-through that keeps momentum compounding.
POSITIONING CORE
Clarify who you sell to, how you frame the value, and why your company is the most believable path to your buyer's outcome. The foundation everything else depends on.
Best when: positioning is fuzzy, messaging is inconsistent, or deals stall before they start.
PROOF CORE
Organize your evidence into a trust infrastructure that reduces buyer risk at the moments it's highest — across the full buying committee, not just the champion.
Best for: sales teams stuck in long cycles, founders spending too much time chasing cold leads, or anyone needing warm conversations with serious buyers.
ENABLEMENT CORE
Build the assets your team and your buyer's champion need to carry the commercial narrative — consistently and credibly — without the founder present in every conversation.
Best when: deals stall at the committee stage, or the commercial process depends too heavily on the founder.
LOOP CORE
Install the pipeline logic, follow-up sequences, and nurture structure that keep deals moving and momentum compounding after the first conversation ends.
Best when: warm prospects go cold, follow-up is inconsistent, or there's no system behind the pipeline.
HOW YOU ENGAGE
Diagnose the Problem
Start with one module
If the Audit identifies a single clear priority, we build that first. Focused, fast, and immediately useful.
Build the core system
The PROPEL Sprint takes you through all four modules over six weeks — producing a connected commercialization system you can operate, refine, and build on independently.
Expand over time
Once the core is built, expansion modules extend the system into awareness, investor readiness, partnerships, and retention.
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You don't need to fix everything at once. You need to fix the right thing first. That's what the Audit is for.
THE COST OF WAITING
You don't need another framework. You need to know what continuing without one is actually costing you.
Time. Every month without a working commercialization system is another month where growth depends on founder energy rather than commercial infrastructure. That's not a sustainable model — and the longer it runs, the harder it is to hand off.
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Deals. Long-cycle B2B sales don't fail dramatically. They drift — past champions who couldn't build the internal case, past committees that needed proof in a form you couldn't produce, past follow-up windows that closed while you were focused somewhere else. Those deals weren't lost to a better competitor. They were lost to an incomplete system.
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Investor confidence. In a constrained capital environment, commercial clarity is one of the most visible signals of company maturity. Founders who can explain their ICP with precision, show a proof stack that holds up under scrutiny, and describe a pipeline process that doesn't require them in every conversation are fundable. Founders who can't — even with excellent technology — carry a perception risk that compounds over time.
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The cost of another quarter without a working system is harder to see than a line item — but it's real, it's accumulating, and it shows up in exactly the places that matter most: your deals, your time, and your next investor conversation.
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You don't need to fix everything. You need to fix the right things first.
Pattern recognition
What we see again and again in post-pilot cleantech companies is the same pattern. The innovation is real. The traction is real. The commercial system underneath it is incomplete — and the gaps show up in the same six places, in the same order, for the same reasons.
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That pattern recognition comes from three decades working across sustainability communications, clean energy commercialization, government policy, and international development. It is not replicable by a generalist agency or a first-year consultant. It is what makes the diagnosis precise.
How we work
We start with diagnosis — not proposals. Every engagement begins with a Signal Assessment or Audit before anything is built.
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You own everything from day one. Every output belongs to the client immediately. You are building internal capability — not renting access to ours.
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We don't claim outcomes we haven't earned. Early client results will be documented and shared as they emerge. Until then, the proof is in the methodology and the precision of the diagnosis.
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Early client testimonials and case outcomes will appear here as engagements complete. If you'd like to speak with someone who has been through the process, ask us directly.
Proof over puffery. That's not just a brand position. It's how we run every engagement.
The methodology is the proof.
PROPEL is a new system. We won't pretend otherwise. What we can show you is the rigor behind it — and the experience that shaped it.
PROPEL Signal Assessment
A self-serve diagnostic framework — structured, tested, and deployable today.
PROPEL Audit
A paid diagnostic with defined deliverables, a clear process, and a documented gap map. Not a discovery call. A structured commercial engagement.
PROPEL Sprint™
A six-week, four-module commercialization system with a documented architecture, sequencing logic, and handoff process. Built to be repeatable — not reinvented for every client.
THE SYSTEM
You've seen the system.
The next step is finding out where it applies to you.
Start with the Signal Assessment. It takes ten minutes and tells you exactly where to look first.
WHERE YOU START
Every engagement begins with diagnosis.
Not a proposal.
Most founders who come to Emotiva already know something isn't working. They just don't know which layer to fix first — or whether fixing one thing will actually move the needle.
That's the first problem we solve. Before anything is built, we get precise about where momentum is getting lost.
PROPEL Audit
The paid diagnostic that makes every subsequent decision smarter.
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A structured commercial diagnostic conducted live — not a report dropped in your inbox. We work through your commercial reality together, identify precisely where momentum is getting lost, and deliver the findings in a focused debrief that tells you what to fix and in what order.
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What you leave with:
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A clear friction diagnosis, a gap map across the six PROPEL layers, a priority ranking, and a recommended path forward — all grounded in a real conversation, not a generic framework.
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The Audit doesn't just tell you what's wrong. It tells you what to do about it — in the right order.
Book a PROPEL Audit
PROPEL Signal Assessment
Answer ten focused questions about where your commercialization is breaking down. Walk away with a clear signal — positioning gap, proof gap, enablement gap, or follow-through gap — so the next decision is obvious rather than overwhelming.
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Takes less than ten minutes. No call required. No commitment.
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Most founders are surprised by how precisely it names what they've been feeling.
Take the PROPEL Signal Assessment
PART 2 — HOW WE BUILD
Your Audit determines which path is right. Both paths produce work you own — not advice you file away.
The right path depends on where your commercialization is breaking down. The Signal Assessment helps you find it. The Audit confirms it. The build fixes it.
PART 1 — HOW WE START
PROPEL Module Build
Not every company needs the full system rebuilt at once. Some need one module. Some need two. The Audit tells us which — and we build exactly that, with the same rigor and methodology as the full Sprint.
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Each module is scoped as a standalone engagement with clear deliverables and a defined outcome. You don't pay for what you don't need. You don't wait six weeks when three will do.
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The entry points:
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Positioning Core — when the message isn't landing.
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Proof Core — when deals stall at the committee stage.
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Enablement Core — when the team can't carry the narrative without you.
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Loop Core — when pipeline momentum dies after the first conversation.
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What you leave with:
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A professionally built commercialization component — fully yours, immediately usable, and designed to connect to the next module when you're ready.
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The Module Build is not a smaller version of the Sprint. It is the right-sized version for where you are right now.
→ Talk about a Module Build
PROPEL Sprint™
The full build. All four modules. Six weeks. One connected commercialization system.
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The Sprint is for founders who are ready to stop patching and start building — who want to leave with a complete commercial system rather than a growing list of individual fixes.
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What you leave with:
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A message house. A proof stack. A working asset suite. A pipeline and follow-up system. An internal playbook your team can operate independently.
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Plus 30 days of implementation support — because a system that sits unused in a folder is not a commercialization system. It's a document.
Every output belongs to you from day one. You are not renting access to a methodology. You are building internal capability.
Clearer. More credible. More equipped. More repeatable. That's what every PROPEL engagement delivers.