One thing I've started looking at differently after attending an eChai session on GTM & Distribution for Startups:
We often talk about AI as a feature.
“AI-powered.”
“AI integration.”
“AI-driven.”
But the customer doesn't really care that you added AI.
They care about what AI does for them.
Does it save them time?
Reduce repetitive work?
Help them make better decisions?
Solve a problem they've been struggling with?
That shift in perspective was one of my biggest takeaways from the session.
There's a simple test I found useful:
Try describing your product without saying “AI” at all.
Just describe the outcome for the customer.
If that's difficult, maybe the pitch is still built around the technology rather than the person using it.
That connects to another idea that stuck with me: start with the customer's problem, not your product.
When telling your startup's story, don't open with “Here's what we built.”
Open with “Here's the problem our customers are facing.”
The AI or whatever you built is simply how you help them get from that problem to the desired outcome.
GTM isn't just about getting your product in front of more people.
It's about understanding the customer deeply enough to explain why your product matters to them.
And in the AI era, maybe the better question isn't:
“Where can we add AI?”
It's:
“What can we make possible for the customer because of AI?”

Thank you to eChai Ventures for organizing the session and creating a great space to learn and exchange ideas.

#GTM #Startups #ProductMarketing #AI #Marketing #Distribution #B2BMarketing #eChai