The case for fewer, better leads.

Northwind started with a frustration. Every "leads platform" we tried at our last agency promised a million contacts and delivered a spreadsheet our SDRs couldn't bring themselves to open.

The math is broken. When tools sell data by the seat, the incentive is volume. When agencies buy by the contact, the incentive is quality. Somebody has to do the slow work in between — reading the funding announcement, checking the LinkedIn tenure, verifying the email actually lands.

"We figured: what if we just did that work, well, and charged accordingly?"

So that's Northwind. A small studio of researchers (with AI in the sidecar — we're not luddites) building lead lists the way good consultancies build market reports. By hand. With a memo. Sized to be acted on, not ignored.

We work best with boutique B2B agencies — five to fifty people, a sharp ICP, a founder still close to sales. If that's you, we'd love to hear what you're working on.