28 May 2026
Marketing Strategy
From Zero to One: Why Startup Marketing is a Different Beast
Marketing at a Fortune 500 is a game of squeezing the last 1% out of a machine that already works. Marketing at a startup is going from zero to one, which is a completely different job.
Gerard explains why optimisation playbooks fail when there is no momentum to optimise. Early-stage marketing is discovery work: finding positioning, identifying the real audience, and crafting a message that sparks the first flicker of interest.
Every move carries more weight because you are building the foundation, not maintaining it.