[S03E06] What Go-to-Market Really Means — Early Traction, Smart Systems, and AI with Maja Voje

You’ve probably heard “go-to-market” thrown around like it’s just a product launch. But it’s way more than that — and today’s guest breaks it all down with clarity, energy, and zero fluff.

In this episode, I sit down with Maja Voje, an internationally recognized go-to-market strategist who’s worked with over 750 companies, including global giants like Google, Bayer, and Rocket Internet. We unpack what makes GTM actually work, why focus beats scale, how to find your earliest adopters, and how AI is changing everything — fast.

Whether you’re building something from scratch or scaling a proven product, this episode will reshape how you think about launching, growing, and repeating success.

About the Guest

Maja Voje is a globally sought-after go-to-market strategist, best-selling author of GTM Strategist, and founder of Growth Lab. With over a decade of hands-on experience, she’s helped 750+ companies — from early-stage startups to Fortune 500 firms — build repeatable, scalable growth systems.

She co-teaches one of the most popular online growth courses (used by teams at Tesla, IBM, and Booking.com), and her GTM templates and playbooks have helped thousands of businesses get to product-market fit faster. Maja is also a keynote speaker and was named Female Role Model of the Year in 2018.

Key Takeaways

• Go-to-market isn’t just launch day — it’s an ongoing, strategic system.
• Focus > Scale: Narrow, repeatable systems beat brute force and ad spend.
• Understand the difference between early customer profile (ECP) and ideal customer profile (ICP).
• Why AI is a superpower for research, messaging, and GTM — if you use it right.
• Common GTM mistakes that waste time, money, and team morale.
• How to avoid "shiny object syndrome" and stay focused on what actually moves the needle.

Chapters & Timestamps

• [00:00:00] Welcome & Episode Start
• [00:00:15] Maja’s origin story in marketing and startups
• [00:03:06] The accidental path to growth hacking
• [00:04:53] What go-to-market actually means
• [00:08:29] Why GTM is not just a launch
• [00:10:19] How fast-moving markets force constant GTM updates
• [00:12:57] First mover advantage vs. fast follower strategy
• [00:19:39] Why companies resist GTM adaptability
• [00:25:10] Rapid-fire GTM questions
• [00:31:25] The role of early adopters and how to find them
• [00:35:17] Beachhead segment strategy (and WWII analogies)
• [00:39:23] AI’s impact on go-to-market — good and bad
• [00:48:04] Creativity, content, and where AI falls short
• [00:50:43] Where to find more from Maja & closing thoughts

Links & Resources

• Maja’s Go-To-Market Power Hour Template
• Sign up for her newsletter
• Connect with Maja on LinkedIn

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