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The Wayfinder GTM PERCS Model

The PERCS Model is a behavioural GTM strategy framework that helps diagnose and solve go-to-market challenges through perception, emotion, reframing, contradiction, and signalling. This tool is designed for founders, CROs, RevOps leaders, and GTM consultants who want to apply non-linear thinking to unlock bold, emotionally resonant strategies. 

How to Use the PERCS Model

Use the PERCS model to analyze a single GTM challenge (e.g., 'buyers ghost after demo', 'leads are low quality', 'pricing feels off'). For each letter, answer the core diagnostic question: 

P – Perception 

  • How is this problem, solution, or brand perceived by the customer or internal teams? 

  • Are we seen as expensive? Generic? Risky? Background noise? 

  • What might we *assume* they understand that they don’t? 

E – Emotion 

  • What feelings are involved in this moment? 

  • Are stakeholders confused, afraid, skeptical, bored, proud? 

  • What emotional outcome are they craving? 

R – Reframing 

  • How can we rename, reposition, or reimagine this challenge? 

  • Can we elevate the experience by describing it differently? 

  • What if the pain point is actually a status moment in disguise? 

C – Contradiction 

  • What would the 'logical' advice say? What’s the opposite? 

  • Can we remove something? Add friction? Do the unexpected? 

  • What would be the bold move no one else would try? 

S – Signaling 

  • What are we signaling intentionally or unintentionally? 

  • Do our visuals, pricing, behaviors, and CTAs say premium, urgent, scarce—or generic and safe? 

  • Are we signaling trust, confidence, or desperation? 

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