A GTM machine coordinates the decisions that bring a product or service to its intended customers. Start with the vision, not with impressive technology followed by a desperate search for buyers. section 16.3
Define the vision by answering four practical questions:
- Why did you start the company or join the team? section 16.3
- What is the product or service? section 16.3
- What problem does it solve? section 16.3
- Why is it unique enough to beat existing competition? section 16.3
The product-first trap
A technology startup may begin with “we have incredible technology” and only afterward ask who might buy it. A vision-first GTM process is designed to prevent that mistake. section 16.3
