Gtm Design

A man in a hooded olive parka pushes a snow shovel through fresh snow along a sidewalk in front of a dark shopfront with frosted windows.

2026-11-08 / gtm-design

How to Tell Whether Positioning Is Improving Conversion

How founders can tell whether new positioning is moving one conversion step: compare versions in the same weeks and check that buyers repeat the new framing.

Three men in work clothes bend over a long stack of pale lumber boards in a wet, muddy yard beside a white house with a dark roof.

2026-11-06 / gtm-design

Why Buyers Understand Your Product but Cannot Explain Its Value

A diagnosis for founders whose buyers can say what the product does but not why it is worth buying: find the missing link and fix that one first.

A woman in a red life jacket and a man in a dark hooded jacket holding a paddle sit on a grassy bank behind a red kayak beside a misty lake.

2026-11-04 / gtm-design

Positioning Worksheet: Category, Difference, and Buyer Value

A one-page positioning worksheet that links the category buyers file you under, the difference from their current alternative and the value they measure.

A woman in a blue cardigan reaches up to the trunk of a large bare tree with a small dark tool while a man in a green jacket watches her on a lawn.

2026-11-02 / gtm-design

How to Test Positioning in Real Sales Conversations

Run one written positioning sentence through real sales calls, score four signals against pass lines set in advance and decide whether to keep or rewrite it.

A man in a grey jacket walks down a vineyard row in low sun, looking at the ground and carrying a metal bucket, with two small figures far behind him.

2026-10-31 / gtm-design

How to Position a Startup Against the Customer Current Alternative

Choose which current alternative to position against, compare it with your product on the buyer's terms and check that the buyer can repeat the difference.

Illustration of a man in a blue T-shirt pointing past old wooden bed frames on a concrete floor while another man sits by the window and looks on.

2026-10-29 / gtm-design

When to Expand Your ICP Beyond the First Beachhead

Decide when to expand your ICP beyond the first beachhead: count the signals that it is won, then test one adjacent segment that changes a single term.

Illustration of a pool service technician in a navy polo shirt crouching at the edge of a backyard pool with a pink water test vial and a bottle of blue liquid.

2026-10-27 / gtm-design

Why Your ICP Is Too Broad to Guide Sales

Diagnose an ICP that is too broad to guide sales: test each term against won and lost deals, then narrow to a beachhead with observable buying signals.

Illustration of an auto repair technician in a teal work shirt holding a worn brake rotor across a shop counter toward a woman in a red shirt and denim apron.

2026-10-25 / gtm-design

ICP Template: Buyer, Trigger, Budget, and Current Alternative

A reusable ICP template with fields for buyer role, buying trigger, budget source and current alternative, plus evidence tags and a hypothetical filled example.

Illustration of a man in a dark jacket holding a glass of beer at a sample valve on a steel brewery tank while a woman with long fair hair watches.

2026-10-24 / gtm-design

How to Turn Customer Evidence Into a Narrow ICP

Turn interview notes, pilots and lost deals into a narrow ideal customer profile with observable buying signals, an evidence matrix and acceptance tests.

Illustration of a roofer in an orange polo shirt holding a phone and a visitor in a navy shirt crouching together on a grey shingle roof.

2026-10-23 / gtm-design

How to Choose Your First Ideal Customer Profile

Choose your first ideal customer profile with an evidence matrix that compares buying triggers, buyer roles, budget and delivery fit before you commit.

Illustration of a cook in a white chef jacket and an adult in a dark shirt standing inside a restaurant walk-in cooler beside shelves of vegetables.

2026-10-21 / gtm-design

How to Build a Startup Go-to-Market Strategy by Stage

Use a stage-by-stage decision map to choose the next go-to-market decision for your startup, with evidence checks, worksheets and a hypothetical example.

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