Rethinking Business Strategies for the AI Era

Posted 2026-01-09 17:00:08 · 182 Views

In a recent discussion on the season finale of Build Mode, Isabelle Johannessen interviewed Paul Irving, a partner and COO at GTMfund, about how businesses can adapt their marketing strategies in the age of artificial intelligence. Irving provided practical advice for early-stage startups, emphasizing that even smaller companies can succeed against larger, well-funded rivals that quickly evolve their products. He highlighted the importance of finding effective ways to reach customers, suggesting that a strong distribution strategy is now crucial, especially as technical advantages can vanish in just a few months. Irving's insights point to a shift in how businesses should approach their go-to-market plans. Rather than relying on traditional methods that may no longer be effective, he encourages startups to focus on innovative strategies that leverage distribution as a key strength. By doing so, even smaller companies can carve out their niche and thrive in a competitive landscape dominated by rapid technological advancements.

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Rethinking Business Strategies for the AI Era

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