GTM30
A go-to-market system built for generational shifts in distribution, community, and trust.
What GTM30 is
GTM30 is an operating system for founders who want to build durable demand in an era where distribution is fragmented and trust is earned in public. It replaces channel-by-channel marketing with four reinforcing loops that compound over time.
The four loops: credible people (ambassadors), public conversations (community), compounding visibility (programmatic content), and one shared schema so product, sales, and growth stop pulling in different directions (cross-functionality).
The generational shift
GTM30 exists because distribution, community, and trust are being reshaped by a generational transition. By 2034, 80 % of the workforce in advanced economies will be Millennials, Gen Z, and the first Gen Alpha adults. Each cohort discovers, evaluates, and buys differently.
| Generation | Core values | GTM30 implication |
|---|---|---|
| Gen X 1965–1980 | Independence, practicality, skepticism toward authority | Responds to credibility and case-based logic. Requires clear ROI and reliable, authoritative messaging. |
| Millennials 1981–1996 | Purpose, flexibility, social validation, transparency | Prioritize authentic brand values and peer proof. Ambassador advocacy and community storytelling resonate. |
| Gen Z 1997–2012 | Speed, authenticity, emotional clarity, visual communication | Requires decentralized voice and rapid response. User-generated content and micro-community visibility over corporate tone. |
| Gen Alpha 2013–~2029 | Personalization, agency, gamified engagement | Design around co-creation and conversational interfaces. LLM-visible, adaptive messaging replaces broadcast marketing. |
Sources: World Economic Forum, OIDA
Read the full page →A distributed, peer-led trust layer where credible humans do the teaching, not ads.
Participate where buyers already talk and turn conversations into compounding assets.
Structured pages optimized for search engines and LLMs that compound visibility over time.
One shared schema and operating cadence across product, growth, sales, and support.
This is for you if…
- You're a founder building on credibility, proof, and trust rather than ad spend.
- You have a small team and need compounding output, not more channels.
- You want to be discoverable where buyers learn: search, LLMs, communities, and peers.
Not a fit (yet) if…
- You want a single-channel play instead of a system.
- You can't ship or show up in public consistently for 8–12 weeks.
- You don't have a specific ICP or a crisp "why you" story.
How to start
One path. Pick a pillar, read it, ship weekly, then expand.
Already have passionate users? Start with ambassadors. Active conversations happening? Start with community. Strong domain expertise? Start with programmatic content. Good internal alignment? Start with cross-functionality.
Each pillar guide covers the concept, practical steps, what to avoid, and how to get started with minimal resources.
One ambassador recruited, one community reply, one programmatic page published, or one cross-functional cadence shipped. Consistent small output beats big plans.
Once the first pillar is producing output, layer in a second. The pillars reinforce each other: ambassador content feeds community, community questions feed programmatic pages, and the shared schema keeps everything aligned.
Also see the FAQ and glossary for common questions and shared definitions.
Proof
Case studies and implementation examples coming soon. This section will feature real results from companies using GTM30.
Want to implement GTM30?
Let's work together to build a go-to-market system that works for your audience.
Client access
If you have a client access code, enter it to open your customized GTM30 workspace.