Intro

In business, as in politics, "the movement is the message" -- whether that "movement" is a product that's taking off grassroots-style in an enterprise, or is a political candidate. In fact, you can think of political campaigns in general as a lot like startups ... only there's no second place in politics! And you can definitely think of business -- and in particular go-to-market strategy -- as a lot like political campaigns: in allocating marketing resources, going up against incumbents, and much more.

Ultimately, it all comes down to the message -- setting the criteria and narrative as tailored for different "buyer" personas, from developers/users/CxOs to the voters you have to persuade. But how do you tell a message is working? With such complex, coordinated efforts behind a visionary product or person, is there room for instinct in message development and discipline?

And where does the competition come in? They're laying traps for sure, and while that's obvious in politics it may not be so obvious in business. So pay attention to political campaigns as a way to think about go-to-market business principles, argues a16z's Mark Cranney, with longtime political operator Todd Cranney (who is also his brother!) on this episode of the a16z Podcast, another one of our "hallway conversations".

The views expressed here are those of the individual AH Capital Management, L.L.C. (“a16z”) personnel quoted and are not the views of a16z or its affiliates. Certain information contained in here has been obtained from third-party sources, including from portfolio companies of funds managed by a16z. While taken from sources believed to be reliable, a16z has not independently verified such information and makes no representations about the enduring accuracy of the information or its appropriateness for a given situation.

This content is provided for informational purposes only, and should not be relied upon as legal, business, investment, or tax advice. You should consult your own advisers as to those matters. References to any securities or digital assets are for illustrative purposes only, and do not constitute an investment recommendation or offer to provide investment advisory services. Furthermore, this content is not directed at nor intended for use by any investors or prospective investors, and may not under any circumstances be relied upon when making a decision to invest in any fund managed by a16z. (An offering to invest in an a16z fund will be made only by the private placement memorandum, subscription agreement, and other relevant documentation of any such fund and should be read in their entirety.) Any investments or portfolio companies mentioned, referred to, or described are not representative of all investments in vehicles managed by a16z, and there can be no assurance that the investments will be profitable or that other investments made in the future will have similar characteristics or results. A list of investments made by funds managed by Andreessen Horowitz (excluding investments and certain publicly traded cryptocurrencies/ digital assets for which the issuer has not provided permission for a16z to disclose publicly) is available at https://a16z.com/investments/.

Charts and graphs provided within are for informational purposes solely and should not be relied upon when making any investment decision. Past performance is not indicative of future results. The content speaks only as of the date indicated. Any projections, estimates, forecasts, targets, prospects, and/or opinions expressed in these materials are subject to change without notice and may differ or be contrary to opinions expressed by others. Please see https://a16z.com/disclosures for additional important information.