Why We Renamed Growth Signals to Transformation Signals
We renamed “growth signals” to “transformation signals” across the entire platform today—and it feels right.
What Changed
Every reference to “growth signals” in our UI, documentation, and content now reads “transformation signals.” In Russian: сигналы трансформации. In Chinese: 转型信号.
The functionality stays the same. The strategic positioning stays the same. We’re just using language that better captures what makes this intelligence valuable.
Why It Matters
“Growth” sounds incremental. Quarterly revenue ticks up. Headcount expands. Distribution widens. These are important metrics, but they’re not what makes a brand suddenly visible to international partners.
Transformation captures what we actually identify:
- A third-generation winemaker preparing to hand over a 150-year estate
- A beauty brand crossing $50M revenue with infrastructure ready for export
- A family distillery finally equipped to meet international certification standards
- A founder considering their first outside capital after 20 years of bootstrapping
These aren’t growth milestones. They’re inflection points—moments when a brand’s trajectory fundamentally shifts.
The Strategic Context
Our positioning is “Transformation-Ready Intelligence.” We illuminate founder-led brands at major crossroads, not companies on smooth upward curves.
The four signals we track reflect this focus:
- Export-Ready: Infrastructure exists, market entry imminent
- Scale-Ready: Foundation solid, capital deployment possible
- Succession-Ready: Next generation prepared, transition approaching
- Investment-Ready: Track record proven, external capital consideration
Each signal marks a transformation moment—a window where the right partner, at the right time, with the right context, can accelerate years of founder conviction into international breakthrough.
Why We Protect These Signals
This intelligence lives behind our premium tier for a reason.
A public “succession-ready” label could pressure a founder’s negotiating position. An “investment-ready” flag might attract the wrong kind of attention. These signals are sensitive precisely because they mark vulnerability points—moments when brands need trusted partners, not opportunistic approaches.
Investors who understand transformation timing get early access to quality brands before everyone else discovers them. That asymmetry is the value we provide.
What This Means for You
For brands: Nothing changes in how we work with you. We conduct the same deep research, verify the same metrics, document the same founder stories. The terminology now matches what we do—illuminate your transformation moments to partners who recognize their significance.
For partners: The filters, search tools, and intelligence you access remain identical. “Transformation signals” simply gives you clearer language for what you’re looking for: timing indicators that reveal when brands are ready for strategic moves.
Transformation vs. Growth
Growth is linear. Transformation is categorical.
A brand growing 15% annually for a decade is impressive—but it’s not a signal. That same brand crossing the threshold where export infrastructure finally matches product quality? That’s a transformation moment worth tracking.
This terminology change sharpens our focus. We identify categorical shifts—the moments when founder conviction, market readiness, and strategic opportunity converge.
That’s transformation intelligence. And now our language reflects it.
This terminology update went live December 16, 2025, across all languages and touchpoints. If you spot any references to “growth signals” we missed, let us know.