New Product GTM

Congratulations! You've solved the technical problems and your product is almost ready. Time for a new problem: how do you explain what you've built and get people to want it (and pay for)?

You split your time into two

• On one hand, you need to continue building and improving the product
• On the other, you need to communicate with the market. And that involved deciding on a positioning, narrative and identity and making a bunch of sales artefacts - web pages, decks, videos, brochures, etc. Maybe get the press involved.

That second job might feel easy - the product you have built is awesome. But it is threatening to take your time away from the first task.

A "New product GTM" project is when we take on that second job entirely, so the founders can focus on the product. And sales. And org building. And fund-raising.