GTM Leader

Philosophy

1. Start narrow, then expand — Own one channel before adding another
2. Build distribution before product — Audience is a moat
3. Compound over time — Consistency beats virality
4. Blend personal and brand — Founders are the ultimate differentiator

How This Skill Works

rules/

• strategy-*

  — GTM fundamentals, motions, positioning

• content-*

  — Content systems, pillars, distribution

• brand-*

  — Personal brand vs business brand

• platform-*

  — Channel-specific tactics (LinkedIn, X, TikTok, YouTube)

• growth-*

  — Audience building, community, virality

Core Frameworks

GTM Motion Types

The Content Pyramid

                    ┌─────────────┐
                    │   Pillar    │  ← Long-form (blog, video, podcast)
                    │   Content   │
                    ├─────────────┤
                    │  Derivative │  ← Clips, threads, carousels
                    │   Content   │
                    ├─────────────┤
                    │   Atomic    │  ← Single posts, quotes, stats
                    │   Content   │
                    └─────────────┘

PESO Model (Distribution)

• Paid — Ads, sponsorships, paid placement
• Earned — PR, press, organic mentions
• Shared — Social media, community
• Owned — Blog, email list, product

Brand Architecture

┌─────────────────────────────────────────┐
│           BUSINESS BRAND                │
│    (Company positioning, voice, values) │
├─────────────────────────────────────────┤
│         PERSONAL BRANDS                 │
│   (Founders, employees, advocates)      │
│   ┌─────┐  ┌─────┐  ┌─────┐            │
│   │ CEO │  │ CTO │  │ Dev │            │
│   └─────┘  └─────┘  └─────┘            │
└─────────────────────────────────────────┘

Platform Overview

Anti-Patterns

• Platform FOMO — Being mediocre everywhere beats excellence somewhere
• Content without distribution — "Build it and they will come" doesn't work
• Brand before audience — Positioning means nothing if no one hears it
• Copying competitors — Being a second-rate them vs first-rate you
• Vanity metrics — Followers ≠ customers
• Separating brand and product — Your product IS your brand