GTMF requires teams to deeply understand the buyer's journey, build and validate a playbook, collect analytics for every process, forever. This is hard because it is poorly understood and required the active participation of everyone on the staff.

Founders get mixed messages on PMF. They need to find it themselves, before market entry. But they cannot GTM until they have found it. The process is ill-defined and very poorly understood.

Vendor noise has trained *everyone* to ignore interruption and blind access attempts. Founders struggle to reach prospects.

Pathfinders are multi-disciplinary GTM experts. They are motivated by "figuring out" GTM. They are rare assets and quite unique.

Growth stage people are coin-operated experts. They're expensive for good reason. But they don't make money during market learning and often leave in frustration.

Founders need to drive product, market selection, and GTM validation themselves. The effort is difficult and they often prematurely hire growth stage operators for help. That rarely works, and the vast majority of companies that do this run out of money? Pathfinders are GTM experts that prevent this.