The Foundation of Every Winning Go-to-Market Strategy

Ever feel like you’re shouting (or posting) about your amazing product into the void? Trust me, I’ve been there. After nearly two decades bringing products to market (and yes, some epic fails along the way), I’ve learned that success isn’t about shouting louder—it’s about knowing exactly who you’re talking to.

Here’s a truth bomb: Most products don’t fail because they’re bad. They fail because the way they are marketed and sold is through a product-first vs. market-first lens.

The “Build It and They Will Come” Myth

Picture this: You’ve created something incredible. Maybe it’s a game-changing app, a must-have course, or a service that could genuinely help people. You’re passionate about it (as you should be!). But then… crickets.

Sound familiar? You’re not alone. I see this pattern repeated across startups, scale-ups, and even enterprise companies. We get so excited about our solution that we forget to deeply understand the problem—and more importantly, the people experiencing it.

What is a Market-First Mindset?

A market-first mindset means building your go-to-market strategy with your audience in mind first, rather than your product. It’s about understanding who you’re serving and how it will benefit them before focusing on describing what you’ve built or are building.

Think about it this way: I could create the most advanced reading intervention program in the world, but if I don’t understand the struggles of elementary principals trying to improve literacy scores or the daily challenges teachers face in the classroom, my solution won’t resonate—no matter how technically brilliant it might be.

This approach flips the traditional product-first mentality on its head:

Product-First: “We built this amazing solution—now let’s find people who need it!”

Market-First: “Let’s deeply understand our audience’s needs—then build something that addresses their specific challenges.”

The Building Blocks: ICP and ICA

Two essential components form the foundation of a market-first mindset:

Ideal Customer Profile (ICP) – for B2B 

This defines the organization that would benefit most from your offering. For educational products, this might include:

Organization type (K-12 districts, higher education institutions)

Size (number of students, budget range)

Geographic focus

Existing technology infrastructure

Key challenges or pain points

Ideal Customer Avatar (ICA) – for B2B and B2C

This zooms in on the specific individuals within those organizations or an individual consumer if your offering is available direct to consumer:

Job titles and roles (principals, teachers, superintendents)

Professional goals and challenges

Decision-making power

Communication preferences

Day-to-day struggles

Let AI Be Your Research Buddy

Here’s where it gets fun. Remember when market research meant endless hours searching the internet, organizing information in docs and spreadsheets, and maybe a little more guesswork than we’d care to admit? Not anymore. I’ve developed specific AI prompts that help you:

Validate your ICP assumptions

Develop detailed ICAs

Uncover hidden audience pain points

Map out decision-making journeys

Take this example from my daughter, leading with an audience-centric mindset. When I was struggling to explain something to her, she said, “Mom, just ask ChatGPT to explain it to your 10-year-old.” She knew exactly what she needed and how she wanted to receive information. That’s the level of audience understanding we’re aiming for—and AI can help us get there faster.

Remember: It’s a Journey, Not a Destination

The most successful companies I’ve worked with treat market understanding as an ongoing journey, not a one-time exercise. They continuously refine their knowledge of their audience–and their competition–adapting their approach as needs evolve.

As my husband always says, “Practice makes permanent.” Make market-first thinking a consistent practice, and you’ll build a sustainable approach to product development and marketing that keeps you connected to the people you serve.

Ready to dive deeper? Grab my free guide “Partner with AI Like a Marketer” to access all my AI prompts for audience research. And if you’re serious about getting up close and personal with your target audience, consider my AI-Powered GTM Workshop for a guided journey into finding and reaching your ideal audience at the right time, with the right message, across the right channels.

Remember: Your target audience is made up of real people with real challenges in need of your solution. Understanding them deeply isn’t just good business; it’s the foundation of genuine impact.

I’d love to hear how you’re applying a market-first mindset in your business. What challenges are you facing? What insights have you uncovered? Share in the comments below!