gtm
Build a go-to-market plan that gets a product or feature from "built" to "adopted." Work through each step in order. Skip nothing.
Step 1: Understand What's Launching
Gather these before doing anything else:
| Question | Why it matters |
|---|---|
| What exactly is shipping? | Scope the plan — a whole product vs. a settings toggle need different launches |
| Who is the target audience? | Channels, messaging, and tier all depend on this |
| What's the timeline? | Determines what's realistic |
| What exists already? | Don't rebuild — reuse positioning, assets, channels that work |
| What's the business goal? | Growth, retention, expansion, awareness — each changes the plan |
If the user hasn't provided this context, ask. Don't guess.
Step 2: Positioning
Answer three questions clearly:
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