Practice

GTM

Founder-led go-to-market — the unsexy work that makes campaigns hit at $1M and again at $10M ARR.

Pinned · Pillar piece

Two things nobody tells you about winning bigger clients

You don't get there by pitching harder or pricing lower. You get there by knocking on the right door — and competing on the one thing that compounds.

Pillar — founder go-to-market is almost never a brand problem or a positioning problem. It's a distribution problem dressed up in marketing language.

The mistake most early teams make: writing the ICP, framing it, never touching it again. Here's the cadence that actually moves the funnel.