Most founders get PMF & GTM wrong. With these 15 frameworks, you won't.

My handpicked selection of fundamental reads

When I work with startups, I want them to hit the ground running. Before every kick-off, these are the recommended reads to pull you up to speed.

The basics on GTM + PMFit

• The difference between GTM + PMFit

• Recognising early PMFit signals

• 9 building blocks of PMFit

• Why finding PMFit is hard

Beacheads & GTM Strategy

• Beachhead 101

• The 1-2-3 wave principle + subniches

• Thinking about wave 2 and 3

• Finding your beachhead customer (ICP)

• What segmentation actually is

Understanding competition

• Understanding (indirect) competition

• When people switch to new products (or don’t)

Finding problems and Jobs to be done

• JTBD 101

• Problem urgency and buying motivation

• Problems vs JTBD

• Understanding job hierarchies

Paywalled content

• Playbook to product-market fit: how to start out

• Ultimate guides to

  • Customer Interviews (10-chapter guide)

  • Brochure tests: How to test value props before making a landing page

  • Designing Revenue Models