# GTMnow Brand Voice

> Authoritative, analytical, and growth-oriented, speaking with the urgency of a practitioner.

## Positioning
GTMnow is a media platform and network for founders, operators, and investors. It provides tactical insights and "startup stories" to help tech professionals build, scale, and invest.

## Voice principles
- **Analytical:** Focuses on the mechanics of growth, using terms like "deconstructing" and "eras" to break down success.
- **Action-Oriented:** Uses strong verbs like build, scale, invest, and grow to emphasize practical application.
- **Peer-to-Peer:** Speaks as an insider to an audience of high-level "founders and operators" rather than a detached observer.
- **Outcome-Focused:** Highlights specific metrics (ARR, valuations, acquisition prices) to ground stories in reality.

## Tone by context
| Context | Tone |
|---|---|
| Hero/Marketing | High-level and aspirational, focusing on the "best minds" and community scale. |
| Editorial/Articles | Investigative and structural, focusing on "journeys" and "playbooks." |
| Call to Action | Direct and community-centric, inviting users to "Join the Network." |

## Lexicon
- **Use:** Deconstructing, scale, ARR, operator, playbook, venture capital, growth journeys, best minds.
- **Avoid:** Not evident from captured copy (likely avoids generic "business tips" or "blog posts").

## Messaging do's and don'ts
- **Do:** Use specific numbers and financial milestones (e.g., "$25M ARR," "$1B").
- **Do:** Frame content as a "journey" or "story" rather than just news.
- **Do:** Address the audience by their professional roles (Founders, Operators, Investors).
- **Don't:** Use passive language; keep the focus on the act of "building."
- **Don't:** Generalize; focus on specific companies (Vanta, ClickUp, Gamma).
- **Don't:** Use fluff; stick to the "GTM" (Go-To-Market) mechanics.

## Evidence
- "Deconstructing ClickUp’s GTM: A Journey Through Three Eras of Growth"
- "How the best in tech build, scale and invest"
- "Join the GTMnow Network of 60k+ founders, operators and investors"
- "The Open-Source, Community-First Playbook"
- "How Gamma grew to $100M ARR (and a $2.1B valuation)"