This Is Why Most Startups Fail at Go-To-Market Strategy | Funds and founders

Cody Anderson is back for Part 2! In this episode, we dive deep into what actually works when it comes to go-to-market (GTM) strategies — especially for early-stage startups. Cody shares lessons from scaling Carta to $9B, building Tommy Homes, and advising multiple startups on GTM, brand building, and AI-led growth.

We cover:

- B2B vs B2C GTM approaches

- Why most startup advice is noise

- Personal brand vs company brand

- Building AI agents for sales, marketing & ops

- The future of one-person billion-dollar companies

🔗 Guest: [Cody Anderson](https://www.linkedin.com/in/codyanderson)

Timestamps:

00:00 – Cody's journey: From Carta to Tommy

01:48 – Why Cody’s GTM perspective is unique

03:38 – GTM strategies: B2B vs B2C

05:45 – The myth of "funnels" and what works now

08:16 – Tools, outbound, and unit economics

09:55 – Personal brand vs company brand

12:02 – How narrow should your ICP targeting be?

15:09 – B2C GTM: Channels, content & challenges

17:54 – Finding what works for you as a founder

20:16 – Shift to content is greater than followers (thanks TikTok)

23:13 – Niching down and the rise of shareable content

24:07 – Tommy Homes: Challenges in educating the market

26:34 – Building trust in a complex real estate model

28:49 – Services-as-Software: AI as the co-founder

31:05 – The one-person Slack-powered startup

34:00 – Why personal stories is effective than generic advice

38:18 – What’s next for Tommy

42:10 – Final advice: Ignore the noise, trust your path