Vision vs. Go-To-Market

A go-to-market strategy needs to be much more focused than a company’s ultimate vision, observes Strava co-founder and executive chairman Mark Gainey. He describes the difference between Strava’s vision (creating a global community of athletes) and its go-to-market strategy (building a product for passionate road cyclists). You need both to succeed with customers, employees and investors, he says, but they’re not the same.