Distribution, Differentiation, Defensibility

In my view, these are three most important D’s of GTM: 

1. Distribution: Audience-building and brand moat

2. Differentiation: Positioning and messaging

3. Defensibility: Product strategy and network effects

These three things should be constantly top of mind for executives. The CEO should be obsessed with all three all the time.

If you’re looking for somewhere to start, pick one of the D’s and do an analysis. Write down a couple of questions and ask people in GTM roles for their opinion. 

A few example questions you might ask:

• How strong is your distribution leverage? 

• How differentiated is your story? 

• What is your current defensibility and is it real?

Figure out your D’s and you’ll be on your way to GTM success.