Dear GTM Strategist!

I have had a few calls recently that went almost exactly the same way.

Founder: “We’re ready to scale. We just need to figure out how to do it using as much AI as possible!” (People are really sold on AI-Native GTM by now - yaas - the idea that something else will do the work and we don’t have to pay humans to do it is very appealing.)

Me: “Great. Who are we selling to?”

Founder: “Well, honestly, our product can help pretty much anyone who...”

And there it is. The sentence that kills more launches than I’d care to admit.

As a founder myself - I get it. I really do. When you invest your time and money into building something that you find genuinely useful, narrowing feels like leaving money on the table.

But it is not. Most of us don’t have the resources or product state that would equally serve everybody we could potentially help just yet. We have to narrow down our market and make difficult pricing, positioning, and ICP choices that will speak directly to it.

People usua…

The One GTM Decision You Cannot Afford to Get…

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