Go-To-Market Strategy: The Rat, the Cheese and the Cat

Knowing what drives your customer's behaviour is the holy grail of go-to-market strategy. Consider every strategy a hypothesis we test to learn how we balance our product’s value (incentives/ benefits) with the fear of inaction (complacency). Here is an amazing experiment I share with clients to help illustrate the heaven and hell of incentives and fears that determine how our customers behave as we build effective GTM campaigns.

In an article by Affective Neuroscience, researchers attached a rat to a spring scale and introduced two stimuli. First, the rat was enticed by the smell of cheese in front of it. The strength of its pull towards the cheese measured its motivation to reach the tasty morsel. Next, the scent of a cat was introduced behind the rat. What do you think happened?? Faced with heaven in front of them and hell behind, the rat pulled way harder than with just one stimulus.

This experiment is a perfect analogy for addressing the most critical aspect of any customer-centric GTM strategy: the balance of incentives (the cheese) with fears (the cat).

Applying This to GTM Strategy:

1. Identify the Motivators (The Cheese): Understand your solution's key benefits (NOT FEATURES) and how it improves the world. What positive outcomes will benefit their lives and drive your customers towards your product?
2. Define the Risks (The Cat): Articulate the potential consequences of inaction or sticking with the status quo. What is the main problem you are solving, and what challenges does your solution impact? Highlighting these risks creates a sense of urgency and necessity.
3. Create a Compelling Narrative: Use these elements to create a powerful story of overcoming adversity that aligns with your value to the world. Use emotional appeals with hard data to connect with your audience’s fears and desires as you assess and motivate your customer out of their current state. Where should you use logical arguments vs. emotional triggers to persuade and motivate action?

Why is this Important?

When building a GTM strategy, let's be explicit and clear about what drives our customers forward and what holds them back. By leveraging the forces of incentives and fears, you can create compelling engagement strategies that connect powerfully with your audience while evaporating the competition.

At LiFT, we specialize in developing GTM strategies that tap into these fundamental human drivers. Our five-stage approach to building GTMs has launched new and old companies to grow exponentially as we learn, refine, and iterate.

Ready to Build Your GTM campaign?

Let’s connect if you want to enhance your GTM strategy and drive exponential growth. DM me to learn how we can help you find your cheese and navigate your fears to dominate your market.