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Go-to-Market in Web3: New Mindsets, Tactics, Metrics - a16z crypto

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Every company faces some version of the “cold start problem”: How do you get started from nothing? How do you acquire customers? How do you create network effects — where your product or service becomes more valuable to its users as more people use it — that create incentives for even more customers to sign up? In short, how do you “go to market” and convince potential customers to spend their money, time, and attention on your product or service? The response by most organizations in web2 — the Internet era defined by large centralized products/services like Amazon, eBay, Facebook, and Twitter, in which the vast majority of value accrues to the platform itself rather than to the users — is to invest significantly in sales and marketing teams as part of a traditional go-to-market (GTM) strategy that focuses on generating leads and acquiring and retaining customers. But in recent years, a whole new model of organization-building has emerged. Rather than being controlled by corporations

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