Transform GTM by Solving the Right Customer Problems

Episode #233:

Ken Rutsky explains why teams often confuse what they do with the problem they solve and how that confusion creates misalignment and weak differentiation. He shows how to define an issue that is big enough to matter yet credible to win, then use it to guide narrative, segmentation, ICP focus, pricing, and the proof of concept experience. The result is more precise positioning, more substantial alignment, and higher conversion.

“Obsess about the strategic big problem that you solve for your customers, and get in alignment about why you do that uniquely, how you do that uniquely, and why it matters.” – Ken Rutsky

In this conversation, Ken unpacks practical ways to listen and lead, replace feature talk with problem-led storytelling, and say no to off-ICP deals. He shows how a shared problem thesis unites marketing, sales, and product, and how simplifying the buying experience turns alignment into measurable revenue impact.

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