Anna Furmanov

Growth Starts With Human Insights, Not GTM Plans

Most companies build upside down... They start with: - product ideas - GTM plans - launch calendars …and hope the market catches up. But strong growth doesn’t start at the top. It starts here 👇 Human insights. Why? Bc value is defined by humans. (and not your company's humans, yes you're human, but you're not the buyer of your own product) When insight is solid: - positioning becomes obvious - buyer journeys make sense - GTM stops leaking - product strategy aligns with reality Mid-market is where things get messy. You’re no longer a scrappy startup. But you’re not an enterprise machine either. Suddenly you have: - multiple buyer types - more sales motions - more features than you can clearly explain - pressure to “grow faster” and “be more efficient” So most teams respond by jumping straight to: 👉 GTM tweaks 👉 new messaging 👉 product bets But when that work doesn’t stick, it’s usually not an execution problem. It’s a foundation (clarity) problem. Human insights are the base of the pyramid. This is how I think about the Customer Insights Roadmap. Not as “marketing” but as decision clarity for growing companies. If you’re rebuilding your foundation this year, this is the work I do, and this pyramid is how I think about turning insight into growth, without guessing. What layer do you see teams obsessing over too early?