Finding product-market fit isn’t the finish line — it’s the end of the beginning. At this point, your mission changes. You’re no longer just proving a hypothesis; you’re industrializing it. The challenge is to translate a handful of delighted users into an efficient, repeatable, scalable engine for growth. That’s the essence of go-to-market (GTM).
The best founders approach this transition deliberately. They do not outsource GTM to “a sales hire.” They build it from first principles. They know that if they can make customer acquisition efficient and repeatable, capital will flow, hiring will accelerate, and the company’s value will compound.
At Unusual, we’ve helped founders make this transition hundreds of times. In this section of the Unusual Field Guide, we explain how to go about that transformation: how to go from founder-led selling and product-market fit to a repeatable GTM machine. The next five modules give you a blueprint for the next phase of your company’s life.
Building your GTM machine
