Stop Copying GTM Templates You Don’t Understand
Founders aren’t failing because their GTM motion is wrong.
They’re failing because it’s not theirs.
This week on AI GTM WTF, I sat down with Maria Constantine, who helps early-stage founders stop copying motions that look right on paper but collapse in the real world.
“Founders are hunting for shortcuts. The danger is copying someone else’s context.”
The Real GTM Problem: Clarity Debt
Maria sees this every day:
Founders borrow templates from PLG giants…
copy sales scripts from “top-performing reps”…
or mimic motions from companies that look similar.
The result?
Beautiful assets.
Fancy workflows.
Zero pull.
Because GTM doesn’t fail at execution —
it fails at understanding who you’re changing and why.
What Maria Actually Fixes
1. Pain Without Depth
Most founders understand surface pain.
Nobody goes deeper.
Maria asks:
“If you had a magic wand, what’s the one thing you’d fix instantly?”
That reveals the emotional urgency behind the problem.
2. Discovery ≠ Demo
Founders collapse them together.
Discovery should be anthropology — not pitching.
3. Fit Before Frameworks
Just because a motion worked for someone else doesn’t mean you earned it.
A PLG flow without true activation signals? Dead on arrival.
Where AI Fits (and Doesn’t)
AI helps you:
test faster
segment better
verify ICP
extract patterns
enrich and classify buyers
But it can’t replace:
emotion
reassurance
nuance
trust
“People choose the tool that makes them feel cared for — that never changes.”
AI scales motion.
Only humans create meaning.
AI GTM WTF POV
Founders don’t fail because they lack frameworks.
They fail because they skip clarity.
AI won’t fix a confused GTM motion —
it will amplify the confusion.
The next decade of GTM will belong to founders who build motions grounded in
their customer, their pain, their truth.
Watch the full conversation with Maria Constantine and the past operators shaping the new GTM:
🎧 Listen on Spotify
📺 Watch on YouTube
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AI GTM WTF isn’t here to celebrate the hype cycle. We’re here to arm you with what actually moves revenue.
If this hit, forward it to one operator who’s drowning in “AI strategy” decks and needs the signal, not the noise.
No AI SDR fairytales. Just the future of GTM.
Sincerely,
Rahul 👋