GTM
Every scaling company has a moment where the founder's story — the thing that got you to $50M, to Series C, to the enterprise contract that changed everything — becomes the ceiling. Not because it's wrong. Because it can't be taught. This isn't a
Positioning
Every enterprise accumulates positioning debt the way engineers accumulate technical debt — invisibly, quietly, until the day it collapses under its own weight and the cost to fix it is ten times what it would have been to prevent it. The parallel is more precise than it first appears. Technical debt
GTM
Every startup wants to create a category. It's the ultimate GTM ambition — to be so different from everything that exists that buyers need a new word for what you do. Salesforce didn't sell CRM software, it sold "the end of software." Uber didn'