Sublime

In GTM, you aim to find a winning intercept between the needs of the target audience (called a minimal viable segment, or MVS) and your solution (called a minimal viable product, or MVP). You have to solve your target customer’s problem better than anyone else. Sometimes, 10x more added value needs to be created by a GTM company.

In the positioning era, the single most important marketing decision you can make is what to name the product.

Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.

Al Ries and Jack Trout: Positioning: The Battle for Your Mind (McGraw-Hill). Ries

Messages would “sound better” in print if they were designed for radio first. Yet we usually do the reverse. We work first in print and then in the broadcast media.