PREDICTION: There's a mass extinction event coming for early & mid-stage companies. Late '23 & '24 will make the '08 financial crisis look quaint for startups. Below I explain when, why & how it will start & offer *detailed advice to founders* on surviving the looming die-off. /1↗

Founder/Go-to-Market Fit: If primary GTM is bottom-up, founder needs to be great at product. If primary GTM is inbound, founder needs to be great at marketing. If primary GTM is outbound, founder needs to be great at sales.↗

1/ As a founder you should spend all of your time on the unique things you can do which no other human on the planet can do. Corollary: You should spend almost no time doing stuff which is already well understood by someone else.↗