Taking an offer to market.

A go-to-market plan was a sequence of bets about who to win first and where to focus effort. Those bets were usually too broad and too early. The work that held started with the segment where the offer was hardest to dismiss, then widened only after the motion repeated.

Four moves, in order.

1. 1

   Picking the wedge

   Mapping the market and choosing the segment where willingness-to-pay, urgency and reachability lined up at once. Two of the three was not enough.

2. 2

   Sharpening the positioning

   Refining it until it was a sentence the buyer could repeat without prompting.

3. 3

   Choosing channels by economics

   Reaching that buyer where they actually were, at a cost that could compound rather than follow the fashion of the year.

4. 4

   Instrumenting the motion

   So the second launch cost less to learn from than the first, and the third less again. Most of the value was here; almost none of the attention was.