Principles not playbooks

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GTM Systems are derived, not contrived
Why the right go-to-market is a posterior you converge on, not a playbook you copy.
 • Stephen Millard
Your approach to GTM has a phasing problem
Sequential GTM assumes a stable world to sequence against which founders no longer have
 • Stephen Millard
NRR is misunderstood
Customer transformation creates power. Native observability lets you see it. NRR is merely the lagging commercial evidence.
 • Stephen Millard
When ten people carry the weight of a hundred
Cognitive load is the new binding constraint in lean AI-native teams.
 • Stephen Millard
Product-Market Fit was always a fiction. In this era, its a dangerous one.
Telling yourself you have reached PMF is a form of self-deception. The language has cost founders more than any single hiring mistake.
 • Stephen Millard
Start, Build, Scale: what endures and what changes
Why the framework still holds, why the playbooks built on it don't, and where the real work for founders sits now.
 • Stephen Millard
Your ICP Is a Posterior, Not a Prior
Why the best GTM systems are designed around expansion, not acquisition.
 • Stephen Millard
Principles not playbooks
Join me in exploring the principles and mental models founders and leaders are using to build enduring and powerful companies in the AI Age.
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Principles not playbooks

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