Go-to-market is the first operating system for founders, not just a marketing plan, focusing on building leverage, trust, and repeatability.
Founders should prioritize movement over visibility, understanding the importance of leverage and belief in GTM strategies.
Differentiating between product leverage and attention-grabbing tactics is key in successful GTM execution.
GTM is a evolving sequence based on buyer trust, not a binary choice between sales-led and product-led approaches.
Building a clear wedge that solves a specific problem quickly is essential in earning trust and demonstrating value to buyers.
Understanding buyer resistance and providing undeniable wins is crucial in early GTM stages.
Earning repeatability in GTM involves removing buyer blockers and focusing on delivering solutions that outperform existing options.
Startups should focus on building trust and credibility through practical solutions before attempting to lead with a grand vision or category creation.
Successful GTM involves aligning vision for investors with tangible benefits for customers and pacing the narrative effectively.
GTM success is measured by mistiming ambition and ensuring that strategies are implemented with the right proof at the right time.