They think it's a fancy launch or viral memes or paid ads.
But GTM isn’t a moment. It’s a system, a repeatable way to take your product to people and create outcomes.
When we launched Audionotes in 2023, we thought:
“let’s do a product hunt drop + a few tweets → boom.”
But these were just channels, not a strategy.
A good GTM answers this:
→ Who are you solving the problem for?
→ How are you solving it better than their current way?
→ Where do they already hang out?
→ How will you reach them there, and why now?
Once this is clear, you repeat the motion till you hit momentum.
For example:
Audionotes is a b2c app. One of our core users = students
→ Where do they spend time? tiktok
→ What’s their pain? Taking notes is boring + inefficient
→ What’s our edge? record lectures → get notes + flashcards + quizzes
→ What’s the aha? See it in action once
→ Is it shareable? Yes → Students share flashcards with friends
→ How do we reach more? more TikToks, tighter messaging
→ How do we monetise? They pay because it saves time, boosts grades
This loop becomes your GTM.
Now compare that with other models:
→ Duolingo = Memes + PLG + Referrals
→ Notion = Community templates + SEO + word of mouth
→ B2B SaaS? outbound + demos + trials → sales
→ Enterprise? dinners + conferences + whitepapers
Every channel plays a part, but a channel ≠ GTM.
GTM is how these pieces work together, from discovery to outcome.
In simple terms:
GTM = education → acquisition → aha → repeat usage → referral → monetisation → repeat
You don’t have to figure it all out on day 1.
But if you want to go from 0 → 1 → scale, you’ll have to design this loop, test it unscalably, then double down where it clicks.
It’s not a buzzword. It’s the system that ensures the world actually finds out what you’ve built.
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