Emily Deadwyler

Koen Bok is most well-known for his mobile prototyping tool Framer. But not a lot of people know that his static site generator Cactus is a near-equal prototyping wonder for the web. By letting you locally serve countless static sites simultaneously, you can test multiple prototypes at once. And because it’s all HTML/CSS/JS, it’s just a hop, skip, and jump from reality.

GTM is very difficult if you are in the pack with all the other competitors — who are bigger and more established. Inside the pack, each customer conversation revolves around features, functions, benefits, personal relationships and politics. These conversations are then repeated with every customer. Every customer conversation feels like hand-to-hand combat and is human-intensive. Then, after all the hard work to get a tough customer win, the board complains about the poor GTM productivity metrics.

When done well, thought leadership content is distinctive, authoritative and provocative, providing insights and exploring new terrain. It’s the kind of information people in your industry are eager to consume — and to share. Done consistently, it is an excellent way to achieve strategic objectives.