This morning, before I’d even had my coffee, I accidentally launched a major miscommunication campaign—to an audience of one. It started innocently enough. I told my son, “We’re getting a new fire station!” His eyes lit up with wonder…and then slowly narrowed with suspicion. “Wait… the fire trucks are coming here? Are they going to…
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In go-to-market strategy, “snacks” are the tactical, empathy-driven moves you make to keep your buyers engaged: clear messaging, value-based content, personalized outreach, and early trust-building tools. You might have mapped the full funnel, but if you’re not feeding your ICP what they actually crave in the moment — you’re going to lose them.
Running a startup is a lot like traveling internationally with young children: there’s a plan, sure — but the moment you step into the airport, you realize you’re not the one in charge anymore. Recently, I packed up the kids and set off on an international adventure. Between jet lag meltdowns, misplaced loveys, and negotiating…
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