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AI companies selling into the enterprise face a basic choice between two go-to-market strategies.
Lighthouse applies when the product enables new work with no clear precedent. Buyers are taking a high-risk leap. They need social proof from prestigious customers before they move. Sales are high-touch, founder-led, and slow. Early logos matter because they reduce perceived risk for everyone else.
AI compute is a massive, growing category primed for financialization. Yet a true futures market has not emerged. A rigorous framework reveals exactly why.
Five historical conditions precede every major futures market (oil, electricity, etc.):
