The Value of Reading Unsummarizable Books and Different GTM Motions for Various Customers

The Value of Reading Unsummarizable Books and Different GTM Motions for Various Customers

In today's fast-paced world, where information is readily available at our fingertips, the question arises: "If a book can be summarized, is it worth reading?" Some argue that if a book's contents can be adequately "summed up," then it is not actually a book worth reading. The harder it is to summarize a book you have read, the more valuable it might be. This notion suggests that as time goes on, we somehow connect the dots, finding connections and patterns through reading and digesting more information.

However, it's important to note that not all summaries are created equal. A book proposal, for example, is simply a summary of a book that doesn't exist yet. It serves as the marketing copy before the product is born. In this case, the summary is essential to give potential readers a glimpse of what the book could be.

When it comes to works of art, they are not just disembodied, entirely abstract, conceptual things. There are two or three rather important philosophical points about a work of art. First of all, what it conveys needs to remain implicit. When you stick something out of context and put it into the spotlight of attention, you actually change what it was because you hadn't discovered more about what was there in the first place.

Now, let's shift our focus to different go-to-market (GTM) motions for various customers. In the world of business, understanding the right approach to reach different customer segments is crucial for success. Here are 12 different GTM motions that can be employed depending on the type of customer:

1. Produce discoverable content: This approach is ideal for high-intent customers who are actively searching the internet for a solution. These customers are frustrated by the lack of a viable solution for their needs. By creating content that is easily discoverable, you can position yourself as the answer they have been searching for.

2. Create a Super-fan by over-servicing one customer at a time: For high-intent customers who are not actively searching for a solution but require a complex nuanced solution for their particular use-case, over-servicing one customer at a time can turn them into super-fans. By going above and beyond to meet their needs, you can create a loyal customer base.

3. Hack a distribution channel: This approach works well for high-intent customers who are not actively searching for a solution and when the offering is straightforward. By finding creative ways to leverage existing distribution channels, you can reach a wider audience and gain traction.

4. Cold Outreach [w/ a hook]: When it comes to low-intent customers who have many alternative solutions and adapting to a new solution is a pain, cold outreach with a hook can be effective. By grabbing their attention with a compelling message or offer, you can spark their interest and overcome their resistance to change.

5. Launch somewhere [& get PR — Optional]: If the customer is low-intent and not actively searching for alternatives, the market is dominated by legacy players, and your offering is self-serve, launching somewhere and potentially getting PR can be a strategic move. By positioning yourself as a disruptor in the market, you can attract attention and gain market share.

6. Embed yourself in the community [authentically]: For low-intent customers in a market not dominated by legacy players and with a niche appeal, embedding yourself authentically in the community can be a powerful approach. By becoming an active and valued member of the community, you can build trust and credibility, leading to increased customer loyalty.

7. Building in Public: Similar to embedding yourself in the community, building in public works well for low-intent customers in a market not dominated by legacy players and with a wide appeal. By sharing your journey, progress, and insights publicly, you can engage with potential customers and build a loyal following.

8. Influencers: Leveraging influencers can be effective for low-intent customers in a market not dominated by legacy players and with a wide appeal. By partnering with influential individuals in your industry, you can tap into their audience and gain exposure to a larger customer base.

9. Full Blown PR: This approach is ideal for low-intent customers for products with a strong social mission. By generating buzz through public relations efforts, you can raise awareness about your product and mission, attracting like-minded customers who resonate with your values.

10. Unique Success Stories: Drawing inspiration from successful companies like Spotify, Canva, and Medium, who employed unconventional GTM motions, can provide valuable insights. Spotify asked music bloggers to beta test their MVP, focusing on one particular aspect that impressed bloggers: speed. Canva aggressively reached out to graphic design influencers to generate influencer power behind their design-in-a-box solution. Medium tapped into the network of its co-founder, Ev Williams, to get influencers as early adopters, including former President Obama. These success stories highlight the importance of finding unique angles and leveraging influencer networks.

11. Consumer Products in Emerging Categories: Lastly, if you offer a consumer product in a new emerging category, targeting low-intent customers can be a viable strategy. By positioning yourself as an innovative solution in a growing market, you can capture early adopters and establish yourself as a leader in the space.

In conclusion, the value of reading unsummarizable books lies in the depth and complexity of the ideas they present. The more challenging it is to summarize a book, the more valuable it becomes as it allows us to explore diverse perspectives and gain a deeper understanding of the subject matter. Similarly, in business, understanding the different GTM motions for various customer segments is crucial. By tailoring your approach to meet the specific needs and preferences of your target customers, you can maximize your chances of success. Here are three actionable pieces of advice to consider:

1. Embrace complexity: Don't shy away from books that are difficult to summarize. The more challenging the read, the more you can expand your horizons and gain new insights.

2. Know your customers: Take the time to understand your target customers' needs, pain points, and preferences. This will allow you to tailor your GTM motion effectively and increase your chances of success.

3. Be innovative: Don't be afraid to think outside the box and experiment with unconventional GTM motions. Look for unique angles, tap into influencer networks, or leverage emerging trends to differentiate yourself and capture the attention of your target customers.