Rented market share
A bounded excerpt from 3.3 Go-to-Market Strategy.
“If sales stop when the ad stops, you have not acquired market share. You have rented market share.”
The Startup Compass
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The go-to-market strategy runs beneath the entire market journey because the market does not encounter your product once, all at the same time.
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The excerpt gives you the context around the quote. The full book connects it to the problem, ignition, the market, and time.