Framework · Go-to-Market
The GTM Master Framework
A domain-aware framework for Go-to-Market strategy — synthesised from practitioners across B2C, B2B, deep tech, and open source, bridging survival mode to scale.
Too long; did read
- • GTM is not one playbook — it varies by domain (B2C, B2B, deep tech, open source) and stage (survival vs. scaling).
- • The universal upstream imperative: demand creation precedes everything else.
- • Survival mode runs on founder magic and proximity; scaling mode runs on repeatable systems and creative pipelines.
- • Open source inverts the funnel — community adoption before revenue. Deep tech needs a translation layer from lab to market.
- • Media is the new pre-seed: build an audience before you build a product.
Strategy & Execution Grid
From survival to scale across four domains. Select a domain to explore.
Touch & Proximity
Ship fast, post raw, stay obsessively close to users. Channels don't matter — touch does. One shitpost can be a better GTM experiment than a month of PowerPoints.
Creative Systems
Replace founder magic with repeatable creative pipelines. Performance marketing works only when creative is right — the ad is the strategy. Build modular creative engines that test and learn.
Six Principles
Voices Behind the Framework
Eight practitioners who contributed their experience across domains.
Founder & Growth Builder
Touch Still Wins
"Channels don't matter. Touch does. Go where the people are, listen hard, and ship faster than your own assumptions."
Performance Marketing Founder
Creative Clarity Drives GTM
"Most campaigns fail not because the targeting is wrong, but because the creative doesn't resonate. Strategy and creative are inseparable."
Deep-Tech Commercialisation
Taking Science to Market
"Technology alone is never a GTM strategy. You need to translate deep tech into a language buyers actually understand."
Builder & Operator
Outgrowing the Buzzwords
"Stop optimising for perception. The builder who ships and reflects will always beat the thought leader who only posts."
GTM Diagnostics
Debug, Don't Redesign
"I don't 'do GTM.' I debug why it isn't working. Treat your go-to-market like a system — find the bottleneck and fix it."
Demand Strategy
Who the Hell Has Demand?
"Before product, before funding — validate that people actually want what you're building. Demand creation precedes everything."
Open-Source Leadership
COSS as Dual Business
"Commercialising open source means running two businesses at once — one for community adoption, one for enterprise revenue."
OSS Capital Founder
Open Source as Distribution
"Open source is a distribution strategy, not a business model. The business model layers on top of community adoption."
"GTM does not look the same for science endeavors as it does for prosumer tools, and it does not look the same before product-market fit or after it."
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