Phil Thornton - Evolving Strategist, Perpetual Learner

My Guiding Principles & Aspirations

My approach to both work and life is guided by a set of core beliefs that have shaped my journey and continue to drive my aspirations. I've always found immense satisfaction in the process of creation – taking a raw idea, be it a B2B SaaS product or an IoT solution, and navigating the path to bring it to life, particularly in those critical early stages of user adoption. This journey has taught me the profound importance of continuous learning; I truly believe we must 'Learn Until We Die.' Every project, every challenge, especially those that don't go as planned, becomes a valuable lesson, reinforcing my conviction that 'A Failure That Is Understood Is a Success.' This isn't just a professional mantra; it's what compels me to push my own limits, like completing ultramarathons. For me, these endeavors are less about the achievement itself and more about embracing the growth that comes from 'Doing Hard Things' and honoring the 'Promises I Make to Myself.'

Looking ahead, my aim is to find an organization where these foundational values resonate deeply. I'm eager to apply the GTM and AI skills I've been developing, but I'm even more excited by the prospect of an environment that will constantly challenge me with new problems and foster my growth. I thrive when I can exercise 'Agency,' proactively seeking solutions and taking ownership. I believe that 'The Prepared Seize Opportunity,' and I'm committed to bringing that foresight and dedication to a team. Ultimately, I want to contribute to a visionary mission, accelerate my learning, and do so with unwavering 'Authenticity,' in a place that not only aligns with my core beliefs but actively helps me build upon them.

Experience

Co-Founder & CEO

Paydax (Product: Boxed Office) | Dec 2024 - Present

Identifying a direct need for private, on-demand workspaces, I co-founded Paydax to develop "Boxed Office" – a soundproof, tech-enabled pod for calls and meetings in public venues. This venture has been a deep dive into the full lifecycle of product creation, from ideation to a market-ready prototype.

Problem Identification & Solution Design: Pinpointed the challenge remote workers face finding quiet spaces in public areas (airports, coffee shops) and conceptualized Boxed Office as a pay-per-use solution.
Full-Stack IoT Development Leadership: Led the technical development of the prototype, utilizing Raspberry Pi and Arduino. Personally drove the software development, leveraging AI tools like Gemini to rapidly learn and implement Python for a Flask web application (with Gunicorn and Nginx for production), C++ for Arduino-based access control, and Stripe integration for automated payments.
Business Model & Go-To-Market Strategy: Developed a profit-sharing business model to partner with venues, enabling them to monetize underutilized space. Currently spearheading pilot program outreach to secure initial deployment locations in Atlanta.
Entrepreneurial Drive & Resourcefulness: This entire project has been an exercise in 'Agency' and 'Learning Until You Die,' taking a concept from a personal pain point to a functional hardware/software solution with a clear path to market.

Go-To-Market Strategy Lead (Contractor)

G2M Solutions (Consulting for Nalpeiron) | Feb 2025 - Present

Currently engaged via my own consultancy, G2M Solutions, to assist Nalpeiron, an established software company, in launching a new B2B SaaS product. This role involves applying and expanding my GTM expertise in market analysis, strategic planning, and early-stage execution, further fueling my passion for bringing innovative solutions to market.

Head of Sales

GoGuide | Sept 2021 - Jan 2025

This role at GoGuide was a full-on immersion into building something from the ground up. We were taking a SaaS product for the outdoor industry from MVP to market, and it was the classic startup adventure: fast-paced learning, quick pivots, and the constant, thrilling challenge of figuring out what truly clicks with users. My mission was to architect and execute the entire go-to-market playbook.

GTM Leadership & Growth: Spearheaded the GTM strategy, which involved everything from hitting the road across the U.S. to connect with early adopters to building our customer base from zero to over 100 businesses. We achieved a consistent 30% close rate and grew to $250k in ARR, effectively tripling revenue each year. This was all about rapid iteration and learning directly from the market – a real-world application of 'A Failure That Is Understood Is a Success.'
Building & Leading a Customer-Focused Sales Engine: Assembled and led a team of 5 sales reps. My focus was on building all our processes from scratch – how we sold, how we onboarded new clients, and how we nurtured those relationships long-term. Critically, we ensured a tight feedback loop, making sure our product development was deeply informed by customer needs, which led to incredibly low churn (only one major account lost during my tenure). This took a lot of 'Agency' and a commitment to putting the customer first.
User-Centric Product Influence: Dedicated significant time to direct engagement with guides and outfitters. This wasn't just about closing deals; it was about deep listening, gathering unfiltered feedback, and translating those crucial insights back to the product team. This direct line to users was instrumental in shaping the product roadmap and ensuring we were building something genuinely valuable.
Market Evaluation & Strategic Pivots: Continuously assessed the competitive landscape and evolving user needs to refine our product positioning. My initial hypothesis about targeting fly fishing shops, for example, was a key learning. While it provided an entry point, broader market feedback revealed we were perceived as more of a commodity in that specific niche. This understanding prompted a necessary strategic pivot and was a tough but vital lesson in the importance of continuous market validation ('Learn Until You Die').

Foundational Experiences & Skill Development

My senior year at CU Boulder was a dynamic period of practical skill development, undertaken while also completing my thesis. I balanced working as a Lab Technician in Eve Hinkley's biogeochemistry lab (gaining hands-on experience with scientific protocols and equipment), with customer-facing roles as a server/bartender at My Neighbor Felix and in inside sales at Ameritech. This taught me invaluable lessons in time management, effective communication across diverse groups, and the discipline required to manage multiple commitments, all while funding my early investments. It was a practical application of 'Doing Hard Things' that built a strong foundation in resourcefulness and perseverance.

Education

University of Colorado Boulder

Boulder, CO | Graduated Magna Cum Laude

Bachelor of Arts in Environmental Studies, Minor in Business

Thesis: Investigated the bioaccumulation of methylmercury in high alpine trout. This project involved hands-on fieldwork to collect samples, followed by laboratory analysis using various methods and machinery. The process provided practical experience in data interpretation, scientific methodology, and drawing conclusions from complex datasets.

Skills

Go-To-Market & Strategic Acumen

Go-To-Market (GTM) Strategy & Execution
Market Analysis & Opportunity Evaluation
Sales Process Design & Optimization
User-Centric Product Feedback & Iteration
Business Development & Early-Stage Growth
New Product Introduction & Pilot Program Management

Technical & Analytical Capabilities

Full-Stack IoT Prototyping (Raspberry Pi, Arduino)
Software Development (Python/Flask, C++, Stripe API Integration)
AI-Assisted Learning & Development (Leveraging Gemini for rapid skill acquisition in new programming languages & frameworks)
Data-Driven Analysis & Decision Making

Collaboration & Operational Strengths

Entrepreneurial Leadership & Vision
Team Leadership & Process Building
Cross-Functional Collaboration & Stakeholder Communication
Adaptability & Problem-Solving Under Pressure

Software Proficiencies

Development Tools: Gunicorn, Nginx, Git/GitHub
AI Tools: Gemini, ChatGPT, Claude, Cursor
Automation: N8N, Zapier
CRM: HubSpot, Monday CRM, Salesforce CRM
Productivity: Google Suite, Microsoft Office Suite

Unique Achievements

Self-Directed Technical Skill Acquisition (Paydax/Boxed Office)

Independently learned and applied new programming languages (Python, C++) and technologies (Raspberry Pi, Arduino, Flask, Stripe) using AI tools like Gemini to develop the "Boxed Office" IoT solution. (See Experience section for full project details).

100-Mile Ultra Marathon

Ran a 100-mile ultra marathon for Warriors and Quiet Waters, raising over $12,000 with my team for their organization. This experience reinforced the power of perseverance and commitment to 'Do Hard Things.'

Half Ironman

Completed a Half Ironman while raising over $7,000 for Casting for Recovery and other organizations, further demonstrating dedication to challenging goals and community support.

Investment Success

Actively investing since age 13. Through self-study and long-term strategic holds, I've achieved an average annual return of over 20%, underscoring a long-held interest in analysis and strategic planning.