Go-to-market,
from first principles

“The aim of marketing is to know and understand the customer so well the product sells itself.” — Peter Drucker

GTM Basics is a free, open explainer of go-to-market from first principles — ICP, motions, funnel, and the economics that make growth repeatable.

Part of the GTM World Model. Every concept links to the model's terms, equations, and company teardowns.

Written for founders and operators learning how go-to-market actually works — clear, rigorous, and citable.

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Core go-to-market concepts from first principles — ICP, motions, funnel, economics.

Practical notes and explainers — sourced, structured, and built to be cited.

Every GTM term, each a self-contained citable definition.