Throughout my several decades-long career in the software industry, I have encountered scores of companies that have had great ideas, but never achieved success. They checked all the boxes: they hired a talented team, built great products, established a global presence — yet they were not nearly as successful as they could be. Why not? The complex mix of strategy, messages, products, and overall execution, known as their go-to-market strategy, just wasn’t right. [Read: If cocktail bars and strip clubs can adapt their businesses, then so can you] That is one of the primary reasons that over 90% of startups ultimately…

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