The upgraded Go-to-Market playbook

The article argues that traditional marketing and growth channels have weakened, and that fast-growing companies now use a hybrid of product strategy and go-to-market strategy built on six tactics. It traces three phases: offline-to-online "pull" strategies (2000-2010) led by Trulia, Yelp and TripAdvisor, product-led growth with built-in virality (2010-2020) led by Slack, DocuSign, Dropbox, LinkedIn and Zoom, and a current "off-platform push" where companies build networks on third-party communities. Tactics include building in public, community-centric growth (Midjourney, Clay), self-service viral products (Cursor), prosumer targeting (ElevenLabs), open-source foundations (Snyk), and influencer marketing.