I run a services or agency business, not a product. Does GTM mean anything different for me?
The short answer
It means the same thing, get the right people to know you exist and choose you, but the levers are different. In services your product is trust, so the thing that moves the needle is being known for one specific problem for one specific kind of client rather than being available for anything. Most agencies stay stuck because their pitch is a list of capabilities, and a capability list gives a buyer nothing to remember or refer. Package at least one offer as a fixed scope with a fixed price so a prospect can say yes without a two week proposal cycle, and so your work stops being priced by the hour. Referrals will always be your biggest channel, but referrals only travel if the person referring you can say in one sentence what you do and who for.
Go deeper, your way
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Why we picked it
Morgan's whole subject is the exact fear that keeps agency founders generalist: that narrowing will shrink the pipeline. He argues the opposite case with a step by step method for picking and testing a niche, which is the single highest leverage GTM decision a services business makes.
Why we picked it
One page, one fill in the blank sentence: I am a DISCIPLINE who helps TARGET MARKET with EXPENSIVE PROBLEM, unlike competitors I have UNIQUE DIFFERENCE. That sentence is the whole referral engine for a services business, because it is the thing a happy client repeats to someone else.
Why we picked it
This is the actual five step recipe for turning open ended consulting into one fixed offer you can sell repeatedly: research through cold outreach, a sales page, beta clients, follow up, testimonials. If you have been writing custom proposals for every lead, this is the shortest path out of that loop.
