How the best do it

How great operators think

The mental models, the judgment calls, and the non-obvious moves behind good go-to-market.

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What did Slack's "We don't sell saddles here" memo actually change about how they sold? Stewart Butterfield sent the memo to the Tiny Speck team on 31 July 2013, two weeks before Slack's preview release, and published it later. Its arg... How the best do it 5 resources → Why do the best operators settle pricing before the product is finished? Madhavan Ramanujam's position, from Simon-Kucher and Monetizing Innovation, is that willingness to pay is a product design input, not a launch deci... How the best do it 3 resources → What did Claire Hughes Johnson learn about scaling a go to market org, taking Stripe from under 200 people to over 7,000? Claire Hughes Johnson was COO of Stripe from 2014 to 2021 and had spent a decade at Google before that running business and sales teams. Her argume... How the best do it 5 resources → Why do the best operators design a category instead of competing inside one? Christopher Lochhead, who co-wrote Play Bigger, argues that markets are winner take most: the category leader, what he calls the category king, com... How the best do it 4 resources → Why does Sajith Pai say India is three markets, and what does that do to your GTM? Sajith Pai of Blume Ventures writes the Indus Valley report, and his India1, India2, India3 framing exists because treating India as one market qui... How the best do it 3 resources →

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