--- name: "GTM leader" repo: https://github.com/ncklrs/startup-os-skills source: https://github.com/ncklrs/startup-os-skills/blob/HEAD/skills/gtm-leader/SKILL.md license: not specified install: "npx skills add ncklrs/startup-os-skills --skill gtm-leader" page: https://100xlab.com/resources/agent-skills/ncklrs-startup-os-skills--gtm-leader--70xjeq --- # GTM Leader Strategic go-to-market expertise for SaaS companies — from positioning and channel selection to content systems and brand building. ## Philosophy Great GTM isn't about being everywhere. It's about being **unmissable** where your customers already are. The best SaaS GTM strategies: 1. **Start narrow, then expand** — Own one channel before adding another 2. **Build distribution before product** — Audience is a moat 3. **Compound over time** — Consistency beats virality 4. **Blend personal and brand** — Founders are the ultimate differentiator ## How This Skill Works When invoked, apply the guidelines in `rules/` organized by: - `strategy-*` — GTM fundamentals, motions, positioning - `content-*` — Content systems, pillars, distribution - `brand-*` — Personal brand vs business brand - `platform-*` — Channel-specific tactics (LinkedIn, X, TikTok, YouTube) - `growth-*` — Audience building, community, virality ## Core Frameworks ### GTM Motion Types | Motion | Best For | Key Metric | |--------|----------|------------| | **Product-Led (PLG)** | Self-serve, low ACV | Activation rate | | **Sales-Led** | Enterprise, high ACV | SQL → Close rate | | **Community-Led** | Developer tools, platforms | Community engagement | | **Content-Led** | Thought leadership, SEO | Organic traffic | | **Founder-Led** | Early stage, trust-building | Founder reach | ### The Content Pyramid ``` ┌─────────────┐ │ Pillar │ ← Long-form (blog, video, podcast) │ Content │ ├─────────────┤ │ Derivative │ ← Clips, threads, carousels │ Content │ ├─────────────┤ │ Atomic │ ← Single posts, quotes, stats │ Content │ └─────────────┘ ``` ### PESO Model (Distribution) - **Paid** — Ads, sponsorships, paid placement - **Earned** — PR, press, organic mentions - **Shared** — Social media, community - **Owned** — Blog, email list, product ### Brand Architecture ``` ┌─────────────────────────────────────────┐ │ BUSINESS BRAND │ │ (Company positioning, voice, values) │ ├─────────────────────────────────────────┤ │ PERSONAL BRANDS │ │ (Founders, employees, advocates) │ │ ┌─────┐ ┌─────┐ ┌─────┐ │ │ │ CEO │ │ CTO │ │ Dev │ │ │ └─────┘ └─────┘ └─────┘ │ └─────────────────────────────────────────┘ ``` ## Platform Overview | Platform | Audience | Content Type | Cadence | Half-Life | |----------|----------|--------------|---------|-----------| | **LinkedIn** | B2B professionals | Text, carousels, video | 3-5x/week | 24-48 hours | | **X/Twitter** | Tech, media, thought leaders | Text, threads, memes | 3-10x/day | 20 minutes | | **TikTok** | Gen Z, consumers, SMB | Short video | 1-3x/day | 7 days | | **YouTube** | Researchers, learners | Long video, Shorts | 1-2x/week | Years | | **Newsletter** | Engaged subscribers | Long-form, curated | 1x/week | N/A (inbox) | | **Podcast** | Commuters, learners | Audio conversations | 1x/week | Months | ## Anti-Patterns - **Platform FOMO** — Being mediocre everywhere beats excellence somewhere - **Content without distribution** — "Build it and they will come" doesn't work - **Brand before audience** — Positioning means nothing if no one hears it - **Copying competitors** — Being a second-rate them vs first-rate you - **Vanity metrics** — Followers ≠ customers - **Separating brand and product** — Your product IS your brand --- ## Supporting file: rules/_sections.md ## 1. GTM Strategy (strategy) **Impact:** CRITICAL **Description:** Foundational GTM decisions — motion type, positioning, ICP, channel selection. Get this right first. ## 2. Content Strategy (content) **Impact:** CRITICAL **Description:** Content systems, pillars, production, and distribution. The engine that powers everything. ## 3. Brand Strategy (brand) **Impact:** HIGH **Description:** Personal brand vs business brand, positioning, voice, and how they work together. ## 4. Platform Tactics (platform) **Impact:** HIGH **Description:** Channel-specific playbooks for LinkedIn, X, TikTok, YouTube, and newsletters. ## 5. Growth & Distribution (growth) **Impact:** MEDIUM-HIGH **Description:** Audience building, virality mechanics, community, and compounding strategies. --- ## Supporting file: rules/brand-business.md ## Business Brand Strategy **Impact: HIGH** Business brand is how your company is perceived independent of any individual. It scales beyond founders. ### Personal Brand vs Business Brand | Dimension | Personal Brand | Business Brand | |-----------|---------------|----------------| | Voice | Individual, opinionated | Consistent, company-wide | | Trust source | Human connection | Product experience | | Portability | Goes with founder | Stays with company | | Scale | Limited by founder time | Can scale with team | | Content | Stories, opinions | Value, education, product | ### When to Invest in Each **Heavy personal, light business:** Pre-seed to Series A - Founder is the brand - Customers buy the founder's vision - Business brand = "founder's company" **Balance both:** Series A to B - Begin establishing company voice - Train team to create content - Founder still prominent **Heavy business, support with personal:** Series B+ - Company brand carries weight - Multiple personal brands (execs, employees) - Business brand attracts enterprise ### Business Brand Elements **1. Positioning Statement** Internal north star for all communication. ``` SecretStash is the secrets management platform built for developers, not security teams. We make security feel like a productivity feature, not a compliance burden. ``` **2. Voice Attributes** 3-5 adjectives that guide all content. ``` SecretStash voice: - Direct (not corporate) - Helpful (not salesy) - Technical (not dumbed down) - Confident (not arrogant) - Human (not robotic) ``` **3. Messaging Pillars** Key claims you make consistently. ``` Pillar 1: "Security that doesn't slow you down" Pillar 2: "Built for developers, loved by security teams" Pillar 3: "From .env files to SOC 2 in minutes" ``` ### Brand Voice in Action **Corporate (bad):** ``` SecretStash is excited to announce the general availability of our enterprise-grade secrets management solution, enabling organizations to leverage best-in-class security practices. ``` **On-brand (good):** ``` Environments are here. Separate secrets for dev, staging, prod. No more "was that the test database?" moments. ``` ### Brand Consistency Checklist | Touchpoint | Voice Consistent? | |------------|-------------------| | Website copy | □ | | Product UI text | □ | | Documentation | □ | | Email sequences | □ | | Social posts | □ | | Sales decks | □ | | Support replies | □ | | Job postings | □ | ### Brand Architecture Models **Branded House** (Most SaaS) All products under one brand: Salesforce, HubSpot, Notion ``` SecretStash ├── SecretStash CLI ├── SecretStash Web └── SecretStash Enterprise ``` **House of Brands** (Rare in SaaS) Separate brands for separate products: Procter & Gamble **Endorsed Brand** Sub-brands endorsed by parent: Marriott Bonvoy ### Competitive Positioning Map Define where you sit relative to competitors: ``` Technical ↑ │ ┌──────────────────┼──────────────────┐ │ │ HashiCorp │ │ │ Vault │ Expensive ─┼──────────────────┼──────────────────┼─ Affordable │ │ │ │ AWS Secrets │ SecretStash │ │ Manager │ (You Are Here) │ └──────────────────┼──────────────────┘ │ Simple ───┘ ``` ### Anti-Patterns - **Voice by committee** — Reviewing every post until it's beige - **Copycat positioning** — "We're like [competitor] but..." - **Inconsistent voice** — Website sounds different from product - **All features, no feeling** — Specs without personality - **Brand before product** — Investing in brand when product is broken --- ## Supporting file: rules/brand-personal.md ## Personal Brand Strategy **Impact: HIGH** Personal brand is the highest-leverage GTM activity for founders. People follow people, not logos. ### Why Personal Brand Wins | Brand Type | Trust Level | Reach | Cost | Longevity | |------------|-------------|-------|------|-----------| | **Personal** | High (human) | Unlimited (portable) | Low (time) | Follows you forever | | **Company** | Lower (corporate) | Limited to company | High ($$$) | Dies with company | ### The Personal Brand Flywheel ``` Share insights → Build audience → Gain trust → Drive business → Get more insights → Share more ``` ### Personal Brand Positioning **You need a clear answer to: "What is [Name] known for?"** | Element | Question | Example | |---------|----------|---------| | **Domain** | What topic? | Developer security | | **Angle** | What perspective? | Making it practical, not paranoid | | **Audience** | Who listens? | Startup CTOs and dev leads | | **Format** | How do you share? | Threads and short videos | ### The 3-3-3 Content Mix **3 types of content:** 1. **Expertise** (40%) — Your professional knowledge - How-tos, insights, frameworks - "Here's how we handle secrets rotation" 2. **Experience** (40%) — Your journey and lessons - Stories, failures, wins - "I once leaked an API key that cost us $50k" 3. **Personality** (20%) — Who you are as a human - Opinions, humor, life moments - "Unpopular opinion: Kubernetes is overkill for 90% of startups" ### Building in Public **What to share:** - Product development decisions - Revenue/growth milestones (with context) - Failures and lessons - Behind-the-scenes process - Customer conversations (anonymized) **What NOT to share:** - Confidential customer data - Competitive intelligence - Team conflicts - Unverified claims - Anything you'd regret in 5 years ### Good Personal Brand Examples **Guillermo Rauch (@raaborern)** - Domain: Web development, deployment - Angle: The future of frontend - Proof: Built Vercel - Format: Tweets, product demos **DHH (@dhh)** - Domain: Software development philosophy - Angle: Contrarian, opinionated - Proof: Built Basecamp, Rails - Format: Long-form, debates **Patrick McKenzie (@patio11)** - Domain: SaaS business strategy - Angle: Deep analysis, generous teaching - Proof: Stripe, consulting background - Format: Threads, essays ### Personal Brand Metrics **Vanity (track but don't optimize):** - Follower count - Impressions **Meaningful (optimize these):** - Engagement rate (comments, replies) - DM conversations started - Inbound opportunities (investors, customers, talent) - Brand search volume ### Scaling Personal Brand | Stage | Time Investment | Activities | |-------|-----------------|------------| | **Building** | 10+ hrs/week | Daily posting, heavy engagement | | **Growing** | 5-7 hrs/week | Consistent posting, strategic engagement | | **Maintaining** | 2-3 hrs/week | Quality over quantity, leverage team | ### Anti-Patterns - **All company, no person** — Sounding like a press release - **All personal, no expertise** — Selfies without substance - **Fake authenticity** — Manufactured vulnerability - **Inconsistency** — Posting daily, then disappearing for months - **Platform dependence** — Not building email list as backup --- ## Supporting file: rules/content-pillars.md ## Content Pillars **Impact: CRITICAL** Content pillars are the 3-5 topics you'll own. Everything you create should ladder up to a pillar. ### What Content Pillars Do - **Focus** — Say no to off-topic content - **Authority** — Become known for specific expertise - **SEO** — Cluster content around core topics - **Consistency** — Never wonder "what should I post?" ### Choosing Your Pillars **The 3-Circle Method:** ``` ┌─────────────────┐ │ What you know │ │ deeply │ └────────┬────────┘ │ ┌────────────┼────────────┐ │ │ │ ▼ ▼ ▼ ┌───────┐ ┌───────┐ ┌───────┐ │ Your │ │PILLARS│ │ What │ │product│◄─►│ HERE │◄─►│ ICP │ │solves │ │ │ │ cares │ └───────┘ └───────┘ └───────┘ ``` **Pillars live at the intersection of:** 1. What you know deeply (credibility) 2. What your product solves (relevance) 3. What your ICP cares about (attention) ### Example: SecretStash Pillars | Pillar | Topics | Content Types | |--------|--------|---------------| | **Secrets Management** | Best practices, comparisons, tutorials | How-tos, guides, comparisons | | **DevSecOps** | Shifting left, security culture, automation | Opinion pieces, trends | | **Developer Productivity** | Workflows, tooling, onboarding | Tips, listicles, stories | | **Startup Security** | Compliance, SOC 2, scaling | Guides, checklists | | **Building in Public** | Product updates, lessons, transparency | Personal stories, updates | ### Content Pillar Matrix For each pillar, plan content across formats: | Pillar | Blog | LinkedIn | X/Twitter | Video | |--------|------|----------|-----------|-------| | Secrets Mgmt | Deep guides | Key insights | Quick tips | Tutorials | | DevSecOps | Trends analysis | Hot takes | Debates | Interviews | | Dev Productivity | How-tos | Carousels | Threads | Demos | | Startup Security | Checklists | Stories | Memes | Walkthroughs | ### Pillar Content Ratio ``` Primary pillar (your core expertise): 40% Secondary pillars (adjacent topics): 40% Wild cards (trends, experiments): 20% ``` ### Validating Pillars **Search test:** Do people search for this? **Conversation test:** Do people talk about this? **Authority test:** Can you credibly own this? **Competition test:** Is it too crowded? **Product test:** Does it relate to what you sell? ### Evolving Pillars Pillars should evolve as you grow: ``` Early Stage: - Building in public (founder story) - Core problem you solve - Adjacent skill/expertise Growth Stage: - Category leadership topics - Customer success stories - Industry trends Scale Stage: - Thought leadership / contrarian takes - Research and data - Ecosystem/platform topics ``` ### Anti-Patterns - **Too many pillars** — 3-5 max, not 10 - **Pillars too broad** — "Technology" vs "DevSecOps for startups" - **No product connection** — Content that doesn't lead anywhere - **Chasing trends** — Abandoning pillars for viral topics --- ## Supporting file: rules/content-system.md ## Content System Design **Impact: HIGH** A content system turns sporadic posting into a compounding asset. Build the machine once, feed it forever. ### The Content Flywheel ``` ┌──────────────────┐ │ Pillar Content │ │ (1x weekly) │ └────────┬─────────┘ │ ▼ ┌──────────────────┐ │ Atomize │ │ (Break apart) │ └────────┬─────────┘ │ ▼ ┌──────────────────┐ │ Distribute │ │ (Multi-platform) │ └────────┬─────────┘ │ ▼ ┌──────────────────┐ │ Engage │ │ (Conversation) │ └────────┬─────────┘ │ ▼ ┌──────────────────┐ │ Learn & Repeat │ │ (What worked?) │ └──────────────────┘ ``` ### Pillar → Atomic Breakdown **One blog post (1,500 words) becomes:** - 1 LinkedIn long-form post - 1 Twitter thread (8-10 tweets) - 3-5 standalone tweets/posts - 1 LinkedIn carousel (if visual) - 5+ quote graphics - 1 email newsletter section - 1 short video script (optional) ### Weekly Content Rhythm | Day | Activity | Output | |-----|----------|--------| | **Monday** | Create pillar content | 1 blog post or video | | **Tuesday** | Atomize into platform content | 10+ pieces | | **Wednesday** | Schedule distribution | Week's posts queued | | **Thursday** | Engage heavily | Comments, replies, DMs | | **Friday** | Review metrics, plan next week | Learn what worked | ### Content Batching **Monthly batch:** - 4 pillar pieces planned - Headlines and outlines written - Visual assets created **Weekly batch:** - 1 pillar piece published - Atomized into 15-20 pieces - Scheduled across platforms **Daily work:** - Engage with comments - Reply to trending topics - Capture ideas for future content ### Content Queue Structure Always maintain: - **2 weeks of scheduled content** — Never post last-minute - **20+ evergreen pieces** — Content that works anytime - **5+ reactive templates** — Fill-in-the-blank for trends ### The 1:7:30 Rule For every piece of pillar content: - **1** hour creating - **7** pieces atomized from it - **30** minutes engaging on each piece ### Production Tiers | Tier | Investment | Output | Who | |------|------------|--------|-----| | **Scrappy** | 5 hrs/week | 10-15 posts/week | Founder only | | **Growing** | 15 hrs/week | 30+ posts/week | Founder + VA | | **Scaled** | 30+ hrs/week | 50+ posts/week | Content team | ### Tool Stack | Function | Scrappy | Scaled | |----------|---------|--------| | Writing | Notion | Notion + Grammarly | | Scheduling | Buffer | Typefully / Hypefury | | Graphics | Canva | Figma + templates | | Analytics | Native | Metricool / Shield | | Repurposing | Manual | Repurpose.io | ### Anti-Patterns - **Create → Abandon** — Making content without distribution plan - **No batching** — Creating in real-time every day - **One platform** — Only LinkedIn, ignoring others - **No engagement** — Post and ghost - **No measurement** — Never reviewing what works --- ## Supporting file: rules/growth-audience.md ## Audience Building **Impact: MEDIUM-HIGH** Audience is a moat. An email list and social following you own is more valuable than any paid channel. ### The Audience Hierarchy ``` Most Valuable ↑ │ │ Email subscribers (you own it) │ Community members (high engagement) │ YouTube subscribers (intent-rich) │ LinkedIn followers (B2B gold) │ Twitter/X followers (influence) │ TikTok followers (reach) │ Instagram followers │ Least Valuable ↓ ``` ### Audience Before Product **Why build audience first:** - Validate ideas before building - Free distribution when you launch - Built-in beta testers - Warm investor conversations - Recruit from your followers **When to build:** - 6-12 months before launch: Ideal - At launch: Still valuable - After launch: Playing catch-up ### The 1,000 True Fans Math ``` 1,000 true fans × $100/year = $100,000/year For SaaS: 1,000 true fans → 100 trials → 30 customers → $30k ARR (low) 10,000 engaged followers → 1,000 trials → 300 customers → $300k ARR ``` **True fans:** People who will buy everything, share everything, defend you ### Audience Building Tactics **Phase 1: 0 → 1,000** - Post consistently (daily if possible) - Engage heavily (80% engaging, 20% creating) - Reply to bigger accounts in your space - Join communities and add value - Cross-promote with similar-sized accounts **Phase 2: 1,000 → 10,000** - Increase content quality - Start threads/long-form content - Collaborate with larger accounts - Repurpose across platforms - Build email list in parallel **Phase 3: 10,000+** - Focus on depth over breadth - Create signature content series - Build community (Discord, Slack) - Develop owned media (newsletter, podcast) - Leverage audience for launches ### Multi-Platform Strategy **Don't spread thin. Sequence:** ``` Phase 1: Own one platform (Usually Twitter or LinkedIn for B2B) Phase 2: Add YouTube or newsletter (Long-form depth) Phase 3: Add second social (Cross-pollinate audiences) Phase 4: Add emerging platform (TikTok, etc. for discovery) ``` ### Email List Building **The asset you own.** Social platforms can change algorithms; email is yours. **Capture strategies:** - Content upgrade (checklist, template) - Newsletter signup - Free tool/resource - Waitlist for product - Webinar/event registration **Growth math:** ``` If 2% of social followers subscribe 10,000 followers = 200 email subscribers If you post lead magnet 1x/week + 20 subscribers/week = 1,000/year ``` ### Community Building **Community > Audience** - Audience watches you - Community talks to each other **When to start:** - After 1,000+ engaged followers - When you see repeat commenters - When people ask for it **Platform options:** | Platform | Best For | Effort | |----------|----------|--------| | Discord | Real-time, younger, developers | High | | Slack | Professional, B2B | Medium | | Circle | Courses, paid communities | Medium | | GitHub Discussions | Open source | Low | ### Metrics That Matter | Metric | Why It Matters | |--------|----------------| | **Email subscribers** | Owned audience, highest intent | | **Engagement rate** | Quality > quantity | | **DM conversations** | Relationship depth | | **Reply rate** | Are people talking back? | | **Referrals** | Are people sharing you? | ### Anti-Patterns - **Buying followers** — Kills engagement rate, fools no one - **Engagement pods** — Fake engagement, algorithm detects - **Follow/unfollow** — Spammy, burns bridges - **Only promoting** — Give value first, ask second - **Platform dependence** — Always build email list --- ## Supporting file: rules/growth-virality.md ## Virality & Distribution **Impact: MEDIUM** Virality isn't luck — it's engineering shareability into your content and product. ### Virality Types | Type | Mechanism | Example | |------|-----------|---------| | **Inherent** | Product requires sharing | Slack, Figma (collaborate) | | **Word of mouth** | So good people tell others | Notion, Linear | | **Incentivized** | Rewards for sharing | Dropbox (free space) | | **Content** | Content gets shared | Tweets, videos, memes | | **Outrage** | Controversial/emotional | Hot takes (use carefully) | ### The Viral Coefficient ``` K = i × c i = invites per user c = conversion rate of invites K > 1 = exponential growth K = 1 = stable K < 1 = need other channels ``` **Example:** - Each user invites 3 teammates (i = 3) - 40% of invites convert (c = 0.4) - K = 3 × 0.4 = 1.2 (viral growth!) ### Engineering Product Virality **Built-in sharing:** - Collaboration requires invites - Shared workspaces/projects - Team features drive expansion **Visible to others:** - "Made with X" badges - Public profiles/pages - Shareable outputs **Status/identity:** - Users want to show they use it - Badges, certificates - "Powered by" bragging rights ### Content Virality Triggers | Trigger | How It Works | Example | |---------|--------------|---------| | **Utility** | So useful, must share | Checklists, templates, tools | | **Identity** | Makes me look good sharing | Thought leadership, opinions | | **Emotion** | Strong feeling (humor, awe, anger) | Stories, memes, takes | | **Currency** | New/insider information | Data, scoops, predictions | | **Story** | Narrative arc | Founder stories, failures | ### The Shareability Formula **For every piece of content, ask:** 1. **Is it screenshot-able?** - Single image captures the value - Works out of context 2. **Does it make the sharer look good?** - "Look how smart I am sharing this" - Status signaling 3. **Is there a hook for a reaction?** - Agree/disagree - Add your experience - Tag someone 4. **Is it timely?** - Riding a trend - Reacting to news ### Distribution Stack **Don't just publish — distribute:** ``` Content Created │ ├── Post on primary platform ├── Cross-post to secondary platforms ├── Share in relevant communities ├── Email to subscribers ├── Share in Slack/Discord groups ├── DM to relevant people ├── Ping for shares/retweets └── Repurpose in 7 days ``` ### Community Distribution **Where your ICP hangs out:** | Channel | Type | Rules | |---------|------|-------| | **Hacker News** | Link submission | Titles matter, no marketing speak | | **Reddit** | Community posts | Be helpful, not promotional | | **Product Hunt** | Product launches | Timing + community matters | | **Indie Hackers** | Founder stories | Transparency wins | | **Dev.to** | Developer content | Technical + helpful | | **Discord/Slack groups** | Niche communities | Give before you take | ### Launch Distribution Checklist ``` □ Email list announcement □ Social posts (all platforms) □ Product Hunt launch □ Hacker News submission □ Reddit (relevant subs) □ Community posts (Discord, Slack) □ Influencer outreach □ Press/blogger outreach □ Customer asks (share, upvote) □ Team amplification □ Investor/advisor shares ``` ### Anti-Patterns - **Spray and pray** — Posting link everywhere without context - **Ignoring communities** — Only broadcasting, not participating - **One and done** — Single launch moment vs ongoing distribution - **Fake virality** — Buying shares/upvotes (gets you banned) - **All content, no distribution** — "Build it and they will come" --- ## Supporting file: rules/platform-linkedin.md ## LinkedIn Strategy **Impact: HIGH** LinkedIn is the highest-intent B2B platform. Your ICP is there and they're thinking about work. ### LinkedIn Algorithm 2024/2025 **What gets reach:** - Native content (no external links in post) - Dwell time (people stop scrolling to read) - Early engagement (first hour matters most) - Conversation (comments > reactions) - Personal stories and opinions **What kills reach:** - External links in post body - Engagement bait ("Like if you agree!") - Tagging people who don't engage - Posting and ghosting - Corporate speak ### Content Formats Ranked | Format | Reach Potential | Effort | Best For | |--------|-----------------|--------|----------| | **Text + image** | Highest | Low | Stories, insights | | **Carousel** | High | Medium | Frameworks, how-tos | | **Video (native)** | High | High | Tutorials, personal | | **Text only** | Medium-High | Low | Hot takes, stories | | **Document** | Medium | Medium | Guides, checklists | | **Poll** | Medium | Low | Engagement, research | | **Link post** | Low | Low | When necessary | | **Reshare** | Lowest | None | Avoid | ### The Hook Formula You have 2 lines before "see more." Make them count. **Hook patterns that work:** ``` [Controversial statement] "Unpopular opinion: .env files should be illegal" [Specific number + outcome] "I mass-deleted 47 API keys from Slack last week" [Open loop] "My biggest career mistake wasn't a failed startup. It was this:" [Direct challenge] "If you're storing secrets in .env files, you're gambling" [Story hook] "Last Tuesday, I almost cost my company $50,000" ``` ### Post Structure **For text posts:** ``` [Hook - 1-2 lines] [Line break] [Story/Context - 3-5 lines] [Line break] [Insight/Lesson - 3-5 lines] [Line break] [Takeaway or question] ``` ### Posting Cadence | Approach | Posts/Week | Engagement/Day | |----------|------------|----------------| | **Minimum viable** | 3 | 15 min | | **Growth mode** | 5 | 30 min | | **Authority building** | 7 | 60 min | **Best times:** 7-8am, 12pm, 5-6pm (target audience timezone) ### Carousel Best Practices ``` Slide 1: Hook (title that stops scroll) Slide 2-8: Value (one point per slide) Slide 9: Summary/recap Slide 10: CTA (follow, comment, save) ``` - Use consistent branding - Large text (readable on mobile) - One idea per slide - End with clear CTA ### LinkedIn Engagement Strategy **The 5-3-2 Rule (daily):** - 5 meaningful comments on others' posts - 3 replies to comments on your posts - 2 DM conversations **Comment formula:** ``` [Agree/disagree + why] [Add your experience] [Question to continue conversation] ``` ### Profile Optimization | Element | Guidance | |---------|----------| | **Headline** | Not job title. Value prop: "Helping developers secure secrets | Founder @SecretStash" | | **Banner** | Product screenshot or key message | | **About** | Story + what you share + CTA | | **Featured** | Best posts, key content | | **Experience** | Focus on current role | ### Anti-Patterns - **Broetry** — One. Word. Lines. For. Effect. - **Engagement pods** — Fake engagement hurts reach - **Link in first comment** — Algorithm caught on, just put it there - **Humble brags** — "So honored to be recognized..." - **No personality** — Sounding like company PR --- ## Supporting file: rules/platform-tiktok.md ## TikTok Strategy **Impact: MEDIUM-HIGH** TikTok isn't just for B2C. B2B founders are building audiences here, and decision-makers are younger every year. ### Why TikTok for B2B - **Reach:** Algorithm serves content to non-followers - **Demographics shifting:** Gen Z entering workforce, millennials in management - **Less competition:** Most B2B companies aren't here yet - **Long content shelf-life:** Videos resurface for weeks - **Cross-platform:** TikToks perform well on Reels and Shorts ### TikTok Algorithm 2024/2025 **What gets reach:** - Watch time (% of video watched) - Rewatches (loop = gold) - Shares and saves - Comments - Profile visits after watching **What kills reach:** - Skips in first 2 seconds - Low completion rate - Watermarks from other platforms - Overly promotional content ### Content Formats That Work | Format | Best For | Example | |--------|----------|---------| | **Talking head** | Hot takes, advice | "Nobody talks about this startup mistake" | | **Screen share** | Tutorials, demos | "How to X in 30 seconds" | | **Story time** | Engagement, trust | "How I lost $50k from one leaked API key" | | **Trend + niche** | Reach | Trending audio + dev humor | | **Day in life** | Personal brand | "What a startup founder's day actually looks like" | | **Before/after** | Product demos | "Secrets management: before vs after" | ### The Hook (First 2 Seconds) **Pattern:** Disrupt, promise, deliver ``` "Stop storing API keys in .env files" (Disrupt: challenge current behavior) "The tool that saved our startup $100k" (Promise: big claim) "POV: You just leaked production credentials" (Relatable scenario) "Most developers don't know this about secrets" (Curiosity gap) ``` ### Video Structure ``` 0:00-0:02 HOOK (stop the scroll) 0:02-0:10 CONTEXT (why should I care?) 0:10-0:45 VALUE (deliver on promise) 0:45-0:55 CTA (follow, comment, check link) 0:55-1:00 LOOP POINT (connects back to hook) ``` ### Optimal Video Length | Length | Use Case | |--------|----------| | **15-30 sec** | Hot takes, quick tips | | **30-60 sec** | Tutorials, explanations | | **60-90 sec** | Story times, deeper content | | **3+ min** | In-depth tutorials (lower reach, higher intent) | ### Posting Strategy **Cadence:** - Minimum: 3-5 videos/week - Growth: 1-2 videos/day - Best times: 9am, 12pm, 7pm (test for your audience) **Batch production:** - Film 10+ videos in one session - Same setup, change shirt - Edit in batches ### TikTok-Specific Tactics **Use trending sounds:** - Find trending audio in your niche - Create your version with your expertise - Check "Sounds" in discovery **Stitch and Duet:** - Stitch: React to first part of another video - Duet: Side-by-side reaction/addition - Great for building on trending content **Hashtags that work:** - 3-5 hashtags max - Mix: 1 broad (#tech), 2 medium (#startups), 2 niche (#devsecops) - Check hashtag views before using ### B2B TikTok Examples **Morning Brew** — Business news, personality-driven **Shopify** — Entrepreneur tips, success stories **Notion** — Productivity tips, templates **Individual founders** — Building in public, lessons ### Cross-Posting Strategy ``` TikTok (original) ↓ Instagram Reels (same day, no watermark) ↓ YouTube Shorts (next day, no watermark) ↓ LinkedIn (native upload, vertical format) ``` **Remove watermark before cross-posting** — Platforms penalize competitor watermarks ### Anti-Patterns - **Over-produced** — TikTok rewards authentic over polished - **Hard selling** — Entertainment first, product second - **Ignoring trends** — Participating in trends expands reach - **Same content as LinkedIn** — Platform-native content wins - **No consistency** — Algorithm rewards regular posting --- ## Supporting file: rules/platform-twitter.md ## X/Twitter Strategy **Impact: HIGH** X is where tech, media, and culture converge. Fastest for ideas, trends, and building relationships with influencers. ### X Algorithm 2024/2025 **What gets reach:** - Replies and quote tweets (conversation) - Content that keeps people on platform - Early engagement velocity - Blue checkmark (paid subscribers get boost) - Images and videos **What kills reach:** - External links (massive penalty) - Low engagement (tweets die in 20 min) - Posting without engaging - Too many hashtags - Automated/scheduled feel ### Content Types Ranked | Type | Reach | Effort | Best For | |------|-------|--------|----------| | **Single tweet + image** | Highest | Low | Hot takes, announcements | | **Thread** | High | Medium | Education, stories | | **Quote tweet** | High | Low | Commentary | | **Video (< 2 min)** | High | High | Demos, personal | | **Reply (quality)** | Medium | Low | Building relationships | | **Link tweet** | Low | Low | When necessary | ### The X Voice X rewards personality. Be human. **Works:** ``` - Lowercase is fine - Contractions always - Sentence fragments - Hot takes - Humor - Self-deprecation ``` **Doesn't work:** ``` - Corporate speak - Formal grammar - "We are excited to announce" - Buzzwords - Over-polished ``` ### Thread Structure ``` 1/ [Hook that works as standalone tweet] 2/ [Context: why this matters] 3-8/ [The substance, one point per tweet] 9/ [Summary or key takeaway] 10/ [CTA: follow for more, check out X] 🧵/10 (optional: mark end) ``` **Thread tips:** - First tweet must be compelling alone (it's shared separately) - Number format: "1/" or "1." - Each tweet should be valuable independently - Use images every 3-4 tweets to break up text - End with clear CTA ### Thread Hook Examples ``` 1/ I spent 3 years building a product no one wanted. Here's what I'd do differently (thread): --- 1/ The secret to raising a seed round isn't your deck. It's this: --- 1/ "Senior engineer" doesn't mean what you think it means. After hiring 50+ engineers, here's my take: ``` ### Posting Strategy **Cadence:** - Minimum: 3-5 tweets/day - Growth mode: 10-20 tweets/day - Mix: 70% replies, 20% original, 10% threads **Timing:** - Morning: 7-9am (catch commuters) - Lunch: 11am-1pm - Evening: 5-7pm - Tweets have ~20 min lifespan, so volume matters ### The Reply Strategy **Best way to grow on X: reply to bigger accounts** Target: - Accounts with 10K-100K followers in your space - Be early (within 30 min of their post) - Add genuine value (not just "great post!") **Good reply formula:** ``` [Agree/disagree + brief reason] [Your experience or additional insight] ``` ### X Threads to Steal **Evergreen formats:** ``` "X things I learned doing Y" "What nobody tells you about X" "X tools/tips for Y" "The biggest mistakes I made in X" "How to X (step by step)" "X vs Y: my honest take" ``` ### Building Authority 1. **Find your 50** — 50 accounts in your space to engage with daily 2. **Reply thoughtfully** — Add value, not just "great point!" 3. **Create original threads** — 1-2 per week minimum 4. **Quote tweet with takes** — Show your perspective 5. **Be controversial (tastefully)** — Opinions > vanilla ### Linking Strategy **Links kill reach. Options:** ``` Option 1: Link in reply "Full guide in the first reply 👇" Option 2: Bio link "Link in bio for the full breakdown" Option 3: Accept lower reach Just post the link when it matters more than reach ``` ### Anti-Patterns - **Posting and ghosting** — Engagement in first 20 min is critical - **Too polished** — X rewards rough edges - **Only self-promotion** — Mix in personality, replies, commentary - **Hashtag stuffing** — 0-1 hashtags max - **Automated feel** — Real-time > scheduled --- ## Supporting file: rules/platform-youtube.md ## YouTube Strategy **Impact: MEDIUM-HIGH** YouTube is the second largest search engine. Content here compounds for years, not hours. ### Why YouTube for B2B - **Search intent:** People actively looking for solutions - **Longevity:** Videos rank and get views for years - **Depth:** Room for tutorials, explanations, demos - **Trust:** Long-form builds deeper trust - **Multiple formats:** Long-form, Shorts, podcasts ### YouTube Algorithm 2024/2025 **What gets recommended:** - Watch time (total minutes watched) - Click-through rate (thumbnail + title) - Audience retention (% of video watched) - Session time (do they keep watching?) - Engagement (likes, comments, subscribes) **What kills growth:** - Low CTR (bad thumbnail/title) - High bounce rate (misleading title) - Poor retention (boring or slow) - Inconsistent posting ### Content Types for B2B SaaS | Type | Length | Best For | Frequency | |------|--------|----------|-----------| | **Tutorial** | 5-15 min | SEO, product education | Weekly | | **Thought leadership** | 10-20 min | Trust, authority | Weekly | | **Product demo** | 3-10 min | Bottom of funnel | Monthly | | **Podcast/Interview** | 30-60 min | Reach, networking | Weekly | | **Shorts** | < 60 sec | Discovery, reach | Daily | ### The Title Formula **Pattern: [Outcome/Problem] + [Specificity] + [Curiosity]** ``` Good: "How We Manage 10,000 Secrets Without Losing Sleep" "The Security Mistake That Almost Killed Our Startup" "Secrets Management in 2025: What Actually Works" Bad: "SecretStash Product Demo" "How to Use Our Tool" "Thoughts on Security" ``` ### Thumbnail Principles | Element | Guideline | |---------|-----------| | **Text** | 3-5 words max, readable at small size | | **Face** | Human faces increase CTR | | **Contrast** | Bright colors, stands out in feed | | **Consistency** | Recognizable style across videos | | **Emotion** | Expression that matches content | ### Video Structure ``` 0:00-0:30 HOOK - Promise what they'll learn - Why it matters to them - "By the end of this video, you'll..." 0:30-1:00 INTRO - Quick credibility (why you) - Overview of structure - "Subscribe if you're into X" 1:00-X:00 CONTENT - Deliver on promise - Use pattern interrupts every 2-3 min - Show, don't just tell X:00-X:30 RECAP + CTA - Summarize key points - Clear next step - Mention related video ``` ### YouTube Shorts Strategy **Shorts feed long-form growth:** - Teaser clips from long videos - Standalone tips (same topics) - Trending topics + your expertise **Short structure:** ``` 0:00-0:02 HOOK (stop scroll) 0:02-0:45 VALUE (one point) 0:45-0:58 CTA or LOOP ``` **Optimal:** 30-45 seconds for highest retention ### SEO for YouTube | Element | Optimization | |---------|--------------| | **Title** | Primary keyword near front | | **Description** | First 150 chars matter, include keywords | | **Tags** | 5-10 relevant tags | | **Chapters** | Timestamps improve watch time | | **Transcript** | Upload or auto-generate | | **Thumbnail** | Not SEO, but affects CTR which affects ranking | ### Publishing Cadence | Approach | Long-form | Shorts | |----------|-----------|--------| | **Minimum** | 1/week | 3/week | | **Growth** | 2/week | Daily | | **Scale** | 3+/week | Daily | **Consistency > quantity.** Weekly on the same day beats random. ### Production Tiers **Scrappy (phone + natural light):** - iPhone/Android in good lighting - Lav mic ($20) - Edit in CapCut (free) - Works for Shorts, casual content **Prosumer (dedicated setup):** - Mirrorless camera - Ring light or softbox - USB microphone - Edit in DaVinci Resolve (free) **Professional:** - Studio setup - Multiple cameras - Professional editing - Dedicated editor ### Anti-Patterns - **Clickbait without delivery** — Kills retention and trust - **No pattern interrupts** — Talking head for 15 min straight - **Ignoring Shorts** — Free discovery channel - **Irregular posting** — Algorithm rewards consistency - **No SEO** — Leaving search traffic on table --- ## Supporting file: rules/strategy-gtm-motion.md ## Choosing Your GTM Motion **Impact: CRITICAL** Your GTM motion determines everything — team structure, content strategy, metrics, and how you spend your time. ### The Five GTM Motions | Motion | How You Win | Best For | Team Focus | |--------|-------------|----------|------------| | **Product-Led (PLG)** | Free tier → self-serve conversion | Low ACV (<$1k), horizontal tools | Product, growth engineering | | **Sales-Led** | Outbound → demo → close | High ACV (>$50k), complex sales | Sales, SDRs, AEs | | **Marketing-Led** | Inbound → MQL → sales | Mid-market, considered purchases | Demand gen, content | | **Community-Led** | Community → trust → adoption | Dev tools, platforms, open source | DevRel, community managers | | **Founder-Led** | Personal brand → trust → sales | Early stage, all segments | Founder time | ### Choosing Your Primary Motion **PLG if:** - Users can experience value in < 5 minutes - ACV < $1,000/year - Low switching costs - Individual user can adopt without approval **Sales-Led if:** - ACV > $50,000/year - Complex implementation - Multiple stakeholders involved - Compliance/security requirements **Community-Led if:** - Developer/technical audience - Platform or tool ecosystem - Strong network effects - Open source component **Founder-Led if:** - Pre-product-market fit - Building in public - High-trust sale (security, finance) - Founder has unique credibility ### Motion Combinations Most successful SaaS companies combine motions: ``` Early Stage: Founder-Led → PLG (Build audience, then launch product) Growth Stage: PLG + Community-Led (Self-serve + ecosystem) Scale Stage: PLG + Sales-Led (Self-serve + enterprise sales team) ``` ### Metrics by Motion | Motion | North Star | Leading Indicators | |--------|------------|-------------------| | PLG | Activation rate | Signups, time-to-value, PQL rate | | Sales-Led | Revenue | Meetings booked, SQL rate, close rate | | Marketing-Led | Pipeline | MQLs, content engagement, demo requests | | Community-Led | Active community | Members, engagement, contributions | | Founder-Led | Founder reach | Followers, engagement, DM conversations | ### Anti-Patterns - **Motion mismatch** — PLG for enterprise compliance software - **Too many motions** — Trying everything, excelling at nothing - **Ignoring founder-led** — Every early-stage company should do this - **Premature sales team** — Hiring AEs before you have repeatable sales --- ## Supporting file: rules/strategy-icp.md ## Defining Your ICP **Impact: CRITICAL** ICP (Ideal Customer Profile) is the specific type of customer where you win the most and churn the least. Get this wrong and you'll spend money acquiring customers who leave. ### ICP vs Persona vs TAM | Concept | What It Is | Example | |---------|------------|---------| | **TAM** | Everyone who could theoretically buy | All companies with developers | | **ICP** | Companies where you consistently win | Series A-C startups, 20-200 employees, using cloud infrastructure | | **Persona** | Individual decision-maker/user | Senior DevOps engineer, 5+ years experience | ### ICP Framework **Firmographics (Company)** - Company size (employees, revenue) - Industry/vertical - Technology stack - Funding stage - Geography **Situation** - Pain trigger (what happened to make them look?) - Current solution (what are they using now?) - Budget availability - Decision timeline **Behavior** - How they buy (self-serve vs sales-assisted) - Where they research (Google, Twitter, communities) - Who's involved in decision ### Building Your ICP **Step 1: Analyze best customers** Look at customers who: - Converted fastest - Pay the most - Churn the least - Refer others - Expand over time **Step 2: Find patterns** ``` What do your best 10 customers have in common? - Company size: 50-200 employees - Stage: Series A or B - Tech stack: AWS, uses containers - Trigger: Recent security incident or audit - Buyer: Engineering leader ``` **Step 3: Validate with negatives** Who are your worst customers? - Churned within 6 months - Constant support tickets - Tried to negotiate heavily - Never fully activated **Step 4: Write it down** ``` ICP: SecretStash Companies: - SaaS/tech startups - 20-200 employees - Series A through C - Using cloud infrastructure (AWS, GCP, Azure) - Have at least 5 developers Situation: - Managing secrets in .env files or basic vault - Recent security scare or upcoming compliance audit - Moving fast, can't afford complex enterprise tools Decision maker: Engineering Manager or CTO User: Individual developers Budget: $500-5,000/month ``` ### Segmentation Strategy **Beachhead → Expand** ``` Phase 1 (Beachhead): Series A startups, 20-50 employees, dev tools space → Easiest to reach, fastest sales cycle, tolerant of early product Phase 2 (Expand): Series B-C startups, 50-200 employees, any tech vertical → Higher ACV, still PLG-friendly Phase 3 (Scale): Enterprise companies with modern dev teams → Requires sales team, longer cycles, higher ACV ``` ### ICP Scoring Rate each prospect on ICP fit: | Signal | Strong Fit (+2) | Moderate (+1) | Weak (-1) | |--------|-----------------|---------------|-----------| | Size | 50-200 employees | 20-50 or 200-500 | <20 or >500 | | Stage | Series A-C | Seed or Series D+ | Pre-seed or Public | | Stack | Cloud-native | Hybrid | On-prem | | Trigger | Active evaluation | Passive research | No trigger | ### Anti-Patterns - **ICP too broad** — "Any company with developers" (that's everyone) - **ICP too narrow** — "Fintech startups in Austin with 47 employees" - **Ignoring churn data** — Optimizing for acquisition, not retention - **Static ICP** — Never updating as you learn --- ## Supporting file: rules/strategy-positioning.md ## SaaS Positioning **Impact: CRITICAL** Positioning is how you win the mental battle before the product battle. Own a category or create one. ### Positioning Formula **For [target customer] who [has this problem], [Product] is the [category] that [key benefit]. Unlike [competitors], we [differentiator].** ### The Three Positioning Strategies **1. Category Leader** Own an existing category. Be the best at what the category promises. ``` "The CRM for sales teams" "The best project management tool" ``` *Requires: Being objectively better or having distribution advantage* **2. Category Creator** Define a new category. Make competition irrelevant. ``` "The first customer data platform" "The modern data stack for startups" ``` *Requires: A genuinely new approach + marketing budget to educate market* **3. Niche Dominator** Own a specific segment of an existing category. ``` "The CRM for real estate agents" "Project management for creative teams" ``` *Requires: Deep understanding of niche, willingness to say no to other segments* ### Positioning Canvas | Element | Question | Example (SecretStash) | |---------|----------|----------------------| | **Target** | Who specifically? | Developers at startups | | **Problem** | What pain? | Secrets scattered in .env files, Slack, docs | | **Category** | What are you? | Secrets management platform | | **Benefit** | Why care? | Never leak a credential again | | **Differentiator** | Why you? | Built for developers, not security teams | ### Good Positioning Examples ``` Notion: "The all-in-one workspace" → Category creator: Combined docs, wikis, databases Linear: "The issue tracker built for modern teams" → Niche dominator: Issue tracking for startups who hate Jira Vercel: "The frontend cloud" → Category creator: Named and owned the frontend deployment space Figma: "Where teams design together" → Repositioned: From "design tool" to "collaboration platform" ``` ### Bad Positioning Examples ``` "The AI-powered platform for modern teams" → Vague, could be anything "We're like Salesforce but better" → Defining yourself by competitor "The complete solution for all your needs" → No focus, no differentiation "Innovative, scalable, enterprise-grade" → Buzzwords without meaning ``` ### Testing Your Positioning 1. **5-second test** — Can someone explain what you do after 5 seconds on your homepage? 2. **Comparison test** — Is it clear how you're different from alternatives? 3. **Memory test** — Can customers describe you accurately to others? 4. **Believability test** — Can you actually deliver on the promise? ### Anti-Patterns - **Position by features** — "We have AI and integrations" (so does everyone) - **Position by technology** — "Built on Kubernetes" (customers don't care) - **Position for everyone** — If everyone's your customer, no one is - **Position by price** — "The affordable option" (race to bottom)