Topic of the Week – Immunity to Change
Here’s the uncomfortable pattern we see across the market right now: Most leadership teams know what better GTM would look like. Clearer ICPs. Tighter focus. Fewer channels. Stronger alignment. We hear it every day. We see all the nods.
And yet — progress stalls. Not because the strategy is wrong. But because GTM threatens what the system is quietly protecting.
That’s exactly what the concept of Immunity to Change captures so well. Progress rarely stalls because the strategy is wrong. It stalls because GTM (as so many other strategic changes) threatens something the system is quietly protecting. And who likes change? Be honest!
Organizations don’t resist change because they dislike progress. They resist it because existing habits safeguard something valuable: certainty, predictability, past success, internal balance.
A real GTM system triggers this immunity by design:
- it makes priorities explicit
- it exposes trade-offs
- it turns implicit agreements into visible decisions
„In other words, it removes the comfort of ambiguity. That’s why GTM so often gets reduced to alignment workshops among Marketing only, phased into “later,” or confined to Sales planning instead of a holistic, strategic business transformation treated as an execution system.“
Not because teams are wrong. But because systems force truth. And truth, by definition, creates friction.
Revenue Strategy Nugget – Your Quick Play This Week
Here’s how to make GTM stick without turning it into a painful transformation program:
What we’re seeing: Teams don’t struggle with GTM because the ideas are wrong — they struggle because GTM changes how decisions get made. This week – pick one move only and focus on that one:
- Pull GTM into the leadership room. If GTM decisions aren’t made alongside strategy, finance and growth, they stay cosmetic.
- Name one real trade‑off. Every GTM choice protects something. Say it out loud — clarity reduces friction.
- Test, don’t “fix.” Run a 30‑day experiment on one assumption (ICP, channel or message) tied to one revenue metric.
- Lock in learning, not perfection. When decisions feel permanent, teams defend the old system. Learning loops create momentum.
Pro tip: GTM progress accelerates the moment evidence replaces opinion.
More practical takes: HBR: Act like a scientist and from Adam Grant: Think Again
Behind the Scenes – Founder Reality Check
We didn’t just talk about GTM this month — we turned it on ourselves. We had tough, honest conversations with our board. We challenged assumptions we’d grown comfortable with. And then we did what GTM demands: we pivoted.
We stripped our own GTM down to a clear, uncompromising system:
- killed what didn’t drive revenue
- re‑tested our ICP and messaging
- tightened decision paths
- focused on the few metrics that actually matter
No debate. No attachment. Just evidence. The outcome? Sharper focus. Faster calls. Cleaner execution. That’s the standard we hold ourselves to — and the one we bring to every client.
If GTM would not work on us, we won’t recommend it. Speaking of — check this out: Founder Reality Check Link
Your turn
Where would a tougher GTM conversation change everything this week? Reply or reach out on LinkedIn — let’s compare decisions.
