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Your complete guide to building a GTM Strategy with soul

Over the last few months, I’ve slowly dripped my 6-Part GTM Playbook across a series of posts, giving everyone a sneak peek and paid subscribers the full shebang. While this process is one that I’ve tested and iterated over many years and many brand launches, I’d never articulated it with such detail until now. I hope it helped you as much as it helped me.

If you’re a brand founder, brand builder, creative strategist, content creator, designer, or work in any industry that drives culture, bookmark this post. I’ve consolidated the GTM Playbook posts into one, and have provided additional resources to support you in creating a culturally relevant GTM Strategy with soul.

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#1.

This post kicked off my GTM Playbook series, and introduces the 6 C’s: Culture, Community, Content, Channels, Campaigns and Cadence.

The real power of this process? It forces brands to align their message with their values, cater to their most passionate advocates, and build a community around real connection rather than promotion.

#2.

Mainstream culture. Subculture. Counterculture. Defining the product-culture fit is the first step, and my favorite part of the GTM process.

While this has been hotly debated, I do not believe that brands create culture in and of themselves. People create culture. Brands tap into cultural moments, movements and trends to reflect and transfer them into economic value. In this way, brands can influence and amplify culture, but they do not create culture from scratch.

Additional resources to support your Cultural Strategy:

The Sociology Of Business by Ana Andjelic

The Business of Aspiration by Ana Andjelic

Hitmakers by Ana Andjelic

Status and Culture by David Marx

#3.

A great Cultural Strategy naturally gives way to the creation of a Community Strategy. In this post, I share the sacred rules of building a Community Strategy:

• Community Before Customers

• Start Small, With Intention

• Contribute, Don’t Copy

• Engage and Invite

• Ignite Influencers

Additional resources to support your Community Strategy:

The Business Of Belonging by David Spinks

#4.

All content is storytelling. But the modern definition has expanded beyond the written word to include all forms of written, audio, video, and visual language that communicate your brand's values, ethos, and identity. When articulated well, your brand’s content is ownable and distinct, even if others mimic it. And when articulated well, others will.

In this post, I share 5 considerations to create content with soul.

Additional resources to support your Content Strategy:

Marketing Superpowers by Jon Davids

#5.

The fourth C is Channel Strategy. In my experience, this is the stage that can leave brand owners feeling overwhelmed. I get it. The sheer number of channels a brand must master to consistently show up, break through, build awareness, and drive sales can feel daunting. But here’s what I’ve learned about Channel Strategies:

Simplicity wins. A focused, deep-not-wide approach outperforms overextension every time, and trying to do too much too soon is often the fastest way to fail.

Additional resources to support your Channel Strategy:

Link In Bio - I’m currently giving away 3 free subscriptions to this stellar Substack. The first three people to respond in the comments below with “Link In Bio” wins.

#6.

A GTM Strategy requires structure. One that balances creative interpretation with economic realities, cultural trends, industry insights, and business objectives. The Campaign Strategy - easily the most "creative" of all the stages - is the final output that is completely informed by the 4 C's before it: Cultural Strategy, Community Strategy, Content Strategy and Channel Strategy. If it is created or executed independent of these four influences...good luck.

In this post, I share:

• 7 recommendations for creating winning campaigns

• My “In and Out” list for creating campaigns in 2025

• Why Cadence is so much more than a calendar

Additional resources to support your Campaign Strategy:

Good Thinking by the founders of In Good Co

Brand Baby by Caroline Albro

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That’s a wrap! I hope you got something out of this series. Now back to your regularly scheduled program. xx