A field guide for the job after shipping
Each chapter is one more step in the journey to build your own personalised go-to-market playbook.
Can you prove somebody cares enough to act?
Can you name one way to reach people who might care?
Can you get good enough at that channel to learn from it?
Can you turn each week into evidence for your next decision?
Read it in order, or head straight to the chapter you need. Each phase has one job.
Phase 1 · Chapters 1–8
Find out whether somebody cares enough to act, then choose who you're building and pricing for.
| Number | Chapter | Status |
|---|---|---|
| 01 | Validation | Read |
| 02 | Your first customer | Read |
| 03 | Ideal customer profile | Read |
| 04 | Niching down | Read |
| 05 | Positioning | Read |
| 06 | Buying psychology | Read |
| 07 | Feedback | Read |
| 08 | Pricing | Read |
Phase 2 · Chapters 9–15
Choose a route that fits your product, your customers and the time you've got.
| Number | Chapter | Status |
|---|---|---|
| 09 | Distribution fundamentals | Read |
| 10 | Choosing a distribution channel | Read |
| 11 | Starting with people you can reach | Read |
| 12 | Your website: make the first read count | Read |
| 13 | Founder-led sales | Read |
| 14 | Building in public | Read |
| 15 | Launches and Product Hunt | Read |
Phase 3 · Chapters 16–24
Build enough skill in the channels you've chosen to learn what works.
| Number | Chapter | Status |
|---|---|---|
| 16 | Read | |
| 17 | X | Read |
| 18 | Read | |
| 19 | Blog content, SEO, and GEO | Read |
| 20 | Email marketing and Substack | Read |
| 21 | Cold outreach | Read |
| 22 | TikTok and Instagram | Read |
| 23 | Read | |
| 24 | Communities and partnerships | Read |
Phase 4 · Chapters 25–29
Turn what you've learned into a weekly go-to-market rhythm you can keep running.
| Number | Chapter | Status |
|---|---|---|
| 25 | Go-to-market operations | Read |
| 26 | Nurturing interest | Read |
| 27 | Measuring what matters | Read |
| 28 | Deciding whether to continue, change, or stop a channel | Read |
| 29 | Building a repeatable weekly go-to-market rhythm | Forthcoming |
You'll finish with a worksheet, a prompt, the terms introduced in the chapter and a clear note on where you still need a person to make the call. Sources sit beside the claims they support; every diagram has a text version.
The chapters compile into seven personalised Markdown files.
The seven Markdown files produced by the playbook
evidence-log.mdChapters 1 and 7first-customer-brief.mdChapter 2icp.mdChapters 3 and 4positioning.mdChapter 5pricing.mdChapter 8channel-decision.mdChapters 9 and 10weekly-cadence.mdChapters 24–29