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Mindshare Over Market Share. Go-To Market Positioning That Sticks
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In today’s crowded landscape, visibility isn’t the problem, memorability is. At the Elevate Ventures Go-To-Market Summit, Wade Breitzke of +WeCreate cut right to the chase: “Visibility is cheap. Mindshare is what matters.” For early-stage founders, chasing views and impressions can quickly become a distraction if no one remembers what you stand for.
Wade framed brand not as design, but as emotional resonance. If someone sees your product, hears your pitch, and still doesn’t feel compelled to act you don’t have a positioning issue, you have a clarity issue. He encouraged founders to lead with purpose and to build consistency across every touchpoint, because trust and memory are earned through repetition and relevance.
Michelle Kidd of Vanta echoed this sentiment in her own way, offering tactical insight on messaging that lands. “Tailor your message,” she advised, especially when speaking to regulated industries or technical buyers. A Go-To-Market message that tries to please everyone rarely sticks with anyone. She stressed the value of specificity not just in language, but in the problems you choose to solve.
Pat Rodgers of RISE grounded the discussion with a practical reminder: content builds credibility. “Content over branding,” he said. Thought leadership and useful material help startups become known for something before they’re fully built out. In Go-To-Market execution, being top-of-mind can be more valuable than being top-of-funnel.
If you’re building brand awareness, don’t confuse noise with signal. Instead, focus on:
- A clear, emotion-driven brand narrative.
- Messaging tailored to real buyer concerns.
- Consistent visual and verbal identity.
- Content that builds credibility, not just clicks.