Most founders know their product works. They've shipped something people want. But somewhere between product-market fit and sustainable revenue, the narrative breaks.
You're talking to prospects. You're running demos. You're closing deals. But it doesn't feel predictable. It doesn't feel like a motion. It feels like luck.
This is the positioning problem. Not a messaging problem. Not a branding problem. A positioning problem.
Positioning is the frame you put around your product so that the right buyer, at the right time, understands why they should care. Without it, every conversation becomes a negotiation. Every deal feels like an exception. Every quarter is a scramble.
When positioning is clear, three things happen. First, your sales conversations get shorter. You don't have to explain what you do or why it matters because the buyer already knows. Second, your pipeline becomes more predictable. You attract the right kind of customer instead of chasing every lead. Third, your team stops second-guessing the narrative. Everyone knows what story they're telling.
But clarity doesn't come from a workshop or a positioning framework. It comes from ruthless specificity about who you serve and what problem you solve better than anyone else.
Most founders skip this step. They build a product for "anyone who has this problem." They write copy that tries to appeal to multiple buyer personas. They position themselves as a platform instead of a solution. And then they wonder why their sales conversations feel scattered.
The fix is simple but uncomfortable. You have to choose. You have to say no to the customers you could serve so you can say yes to the customers you should serve. You have to pick a specific buyer, a specific problem, and a specific outcome. And you have to build your entire GTM motion around that choice.
This is where most founders get stuck. Not because they don't understand positioning. But because choosing means leaving money on the table. It means saying no to deals that could close. It means betting that focus will generate more revenue than breadth.
It always does. But you have to believe it first.
Once you've made that choice, everything else becomes easier. Your messaging writes itself. Your sales process becomes repeatable. Your marketing starts to work. Your team stops spinning.
This is what we do at Forte Growth. We help you make that choice. We help you test it. We help you build a GTM motion around it. And we help you execute it until it becomes a machine.
If your product is strong but your positioning is fuzzy, that's the problem we solve.
Build your GTM engine before you scale
Most founders think GTM is something you hire for. You bring in a VP of Sales, a marketing manager, maybe an agency. Then you wait for traction.
This is backwards. GTM is something you build. You start with yourself. You learn what works by doing it. You document what you learn. Then you hand it off.
The teams that move fastest are the ones where the founder owns GTM until it's repeatable. Not because founders are great at sales. But because founders are the only ones who can learn fast enough to find the signal in the noise.
This means you need a process. Not a framework. Not a methodology. A process you can run every week, measure every month, and improve every quarter. Something simple enough to execute alone, but structured enough to hand off when you're ready.
The good news is that process doesn't require complexity. It requires clarity. You need to know who you're selling to, how you're reaching them, and what makes them convert. Everything else is noise.
Ready to move forward
Talk to us about your GTM challenge and we'll recommend the right fit.
