The Criticality Of Timing: 100 Unicorns and 12 Different GTM Motions

The Criticality Of Timing: 100 Unicorns and 12 Different GTM Motions

Timing plays a crucial role in the success of any endeavor. Just like in personal relationships, where the right timing can make or break a connection, timing is equally essential in the business world. Companies, like individuals, have unique needs, opportunities, and insecurities at any given point in time. To lead an industry, companies require different leaders or leadership styles that align with the current needs and challenges.

One of the most valuable lessons learned over the years is the importance of waiting for processes to unfold. Achieving a vision without disrupting the system requires patience and understanding that generating buy-in, exhaustive testing, and allowing time for ideas to sink in are necessary steps. Pacing is crucial, and not every new idea should be pursued to maintain focus. Only the best leaders can balance healthy incrementalism with occasional transformational leaps when needed.

However, relying solely on incrementalism can limit a company's market size. The local maximum, or the closest hill, becomes the limit, preventing the exploration of new and potentially groundbreaking ideas. Some ideas require full execution before they can function effectively. The best teams understand when to reorganize and pull off such inflection points successfully.

Investing is another area where timing is critical. The future can only be determined by the present, so accurate forecasts require a deep understanding of present-day problems and the state of humanity. Investing should align with basic human values, such as being valued, appreciated, trusted, respected, and understood. Additionally, finding joy, exploring curiosity, connecting with like-minded individuals, stimulating pride, increasing social status, and influencing society are essential human desires.

When it comes to investing in a team, the right timing hinges on whether they are attempting to defy a likely outcome or aiming to achieve it in a better way. Investing in teams that leverage existing forces to their advantage and stay grounded in the present is often a winning strategy.

Now, let's explore the 12 different go-to-market (GTM) motions for 100 unicorns. These GTM motions cater to both high-intent and low-intent customers, allowing companies to tailor their strategies accordingly.

For high-intent customers who are actively searching for a solution and are frustrated by the lack of viable options, producing discoverable content is crucial. By creating content that addresses their needs and showcases the company's expertise, these customers can find the solution they've been searching for.