Go-to-market is having a moment. We talk a lot about how AI has made building easier. Anyone can ship. The question has shifted from can you build it to should you build it — and then, once you decide to build, can you make sure the right people know it's for them. GTM has always mattered. But I think it's becoming THE skill.

Here's something that's been on my mind: vertical-specific marketing is not a new idea. Notion doesn't talk to a college student the same way it talks to an enterprise team or a solopreneur building their second brain. Stripe doesn't pitch a scrappy startup the same way it pitches a marketplace or a global enterprise. Different landing pages, different messaging, different entry points — all leading to essentially the same product underneath.

The landing page did the work of making you feel seen. Then you dropped into the same experience as everyone else.

AI changes that equation completely.

The cost of building is approaching zero. The ability to understand context, adapt tone, surface the right features, and shape the entire experience around who you are — that's no longer a moonshot. It's just a product decision. Which means the vertical-specific landing page doesn't have to stop at the landing page anymore. It can carry through the onboarding. The default settings. The suggestions. The entire product surface.

The student and the enterprise team don't just get different ads. They get different products — that happen to share the same infrastructure. We're at the beginning of a world where GTM and product are the same thing. Where the message you used to acquire a user becomes the experience that retains them.

That's a pretty wild shift in how we should think about what gets built — and for whom.