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.

For high-intent customers who require complex and nuanced solutions for their specific use cases, creating super-fans through over-servicing one customer at a time can be highly effective. By going above and beyond to meet their unique needs, companies can establish a loyal customer base.

Hacking a distribution channel is an ideal strategy for high-intent customers who are not actively seeking a solution but need a straightforward offering. By leveraging existing channels and reaching these customers where they already are, companies can capture their attention and provide a solution.

For low-intent customers who have many alternative solutions and find adapting to a new solution challenging, cold outreach with a hook can be a game-changer. By grabbing their attention with a compelling message or offer, companies can overcome their resistance and convert them into customers.

Launching somewhere and gaining PR can be a powerful GTM motion for low-intent customers who are not actively searching for alternatives and are in a market dominated by legacy players. By creating buzz and positioning the offering as a fresh and innovative alternative, companies can attract customers who might have otherwise overlooked them.

Embedding oneself authentically in the community is a strategy that works well for low-intent customers in a market not dominated by legacy players and with a niche appeal. By genuinely engaging with the community and providing value, companies can build trust and establish themselves as the go-to option within that specific niche.

Building in public is an effective GTM motion for low-intent customers in a market not dominated by legacy players and with a wide appeal. By sharing the journey, progress, and insights openly, companies can generate curiosity, attract like-minded individuals, and create a sense of pride and ownership among potential customers.

Influencers can play a vital role in reaching low-intent customers who are not actively searching for alternatives. By leveraging the influence and reach of prominent individuals, companies can tap into new customer bases and gain credibility through endorsements.

For low-intent customers with strong social missions, full-blown PR campaigns can be a powerful GTM motion. By aligning the product with a social cause and leveraging media coverage, companies can attract customers who resonate with their mission and values.

These GTM motions provide actionable strategies for companies to connect with their target customers effectively. However, it's important to remember that timing is critical in implementing these strategies. Understanding the current market landscape, customer needs, and industry trends is essential to determine the right moment to execute these motions.

Before concluding, here are three actionable pieces of advice to keep in mind when considering timing in business:

• 1. Stay grounded in the present: To make accurate forecasts and strategic decisions, it's crucial to have a deep understanding of the current problems and desires of your target audience. Grounding your strategies in the present moment ensures that you address the right needs at the right time.

• 2. Leverage existing forces: Instead of trying to fight against the current or reinvent the wheel, look for ways to leverage existing forces to your advantage. By understanding the dynamics of the market and industry, you can identify tailwinds that can propel your business forward.

• 3. Be patient, but not complacent: While waiting for the right timing, it's essential to maintain a sense of patience. However, patience should not turn into complacency. Continuously assess the market, industry trends, and customer needs to ensure that you are prepared to seize opportunities when the time is right.

In conclusion, timing is a critical factor in the success of any business endeavor. Whether it's waiting for processes to unfold, investing in the right team at the right time, or implementing effective GTM motions, understanding the importance of timing can significantly impact outcomes. By incorporating these insights and actionable advice, companies can navigate the complexities of timing and position themselves for success in their respective industries.