The startup graveyard is full of great products that hired a PMM too late, too early, or without any idea of what they actually needed them to do. Applying the wrong PMM motion at the wrong moment doesn't just slow you down - it burns trust, wastes runway, and leaves your GTM strategy in pieces right when you can least afford it. Key discussion points: - How to diagnose your startup's actual GTM stage and match your PMM motion to where you really are, not where you hope to be - What to build first: how ICP and persona-driven strategies evolve from zero to scale and why getting this wrong early costs you everything later - What founders must own before they can hand it off, and how to have that conversation without losing the plot - How to build a GTM foundation that's scrappy enough for today but enterprise-ready for what comes next