Episode 63

This Is Why Most Startups Fail at Go-To-Market Strategy | Funds and founders

Published on: 12th September, 2025

Cody Anderson is back for Part 2! In this episode, we dive deep into what actually works when it comes to go-to-market (GTM) strategies — especially for early-stage startups. Cody shares lessons from scaling Carta to $9B, building Tommy Homes, and advising multiple startups on GTM, brand building, and AI-led growth.

We cover:

- B2B vs B2C GTM approaches

- Why most startup advice is noise

- Personal brand vs company brand

- Building AI agents for sales, marketing & ops

- The future of one-person billion-dollar companies


🔗 Guest: [Cody Anderson](https://www.linkedin.com/in/codyanderson)

Timestamps:

00:00 – Cody's journey: From Carta to Tommy

01:48 – Why Cody’s GTM perspective is unique

03:38 – GTM strategies: B2B vs B2C

05:45 – The myth of "funnels" and what works now

08:16 – Tools, outbound, and unit economics

09:55 – Personal brand vs company brand

12:02 – How narrow should your ICP targeting be?

15:09 – B2C GTM: Channels, content & challenges

17:54 – Finding what works for you as a founder

20:16 – Shift to content is greater than followers (thanks TikTok)

23:13 – Niching down and the rise of shareable content

24:07 – Tommy Homes: Challenges in educating the market

26:34 – Building trust in a complex real estate model

28:49 – Services-as-Software: AI as the co-founder

31:05 – The one-person Slack-powered startup

34:00 – Why personal stories is effective than generic advice

38:18 – What’s next for Tommy

42:10 – Final advice: Ignore the noise, trust your path

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About the Podcast

Funds and Founders: Untold Journeys Behind Their Breakthroughs
Welcome to "Funds & Founders: Untold Journeys Behind Their Breakthroughs," where we dig deep into the stories of successful Austin founders. Instead of focusing on their successes though, we dive into their journeys, particularly the struggles and obstacles they had to overcome.

This weekly podcast is tailored for Austin founders navigating the early stages of their entrepreneurial journey and hosted by fellow Austinite Abhinav Sinha. Here’s what to expect by tuning into Funds & Founders:

🚀 Embark on a Journey to Success
Join Abhinav as he takes you behind the scenes, exploring the highs and lows of building a company. This isn't your typical success story – we dive into the failures, the struggles, and those pivotal breakthrough moments that define a founder's path.

🌟 Real Conversations, Real Insights
Abhinav's approach is refreshingly different. Rather than dwelling on success, he crafts casual conversations that unravel the untold stories. Identify the setbacks that helped them grow, the lessons learned from failures, and the breakthrough moments that fueled these founders.

🤔 Why Didn't They Quit? Learn and Apply.
At the heart of each episode, Abhinav delves into the 'why' behind the perseverance. Why didn't they throw in the towel during tough times? And, most importantly, how can you apply their insights to your own journey? Get ready to be inspired and equipped with practical takeaways for your entrepreneurial adventure.

🤝 Decoding Venture Capital
Ever wondered what goes on in the minds of Austin's venture capitalists? Abhinav sits down with local VCs to decode their criteria for investing in early-stage companies. Gain valuable insights into the world of venture capital, understand what investors look for, and appreciate the vital factor of founder-investor compatibility.

🎙️ Meet Your Host, Abhinav Sinha:
Abhinav's soft-spoken yet inquisitive style creates an intimate atmosphere, allowing guests to share their authentic stories. His genuine curiosity and insightful questions make each episode a captivating journey into the minds of Austin's most successful founders.

If you're a budding Austin entrepreneur seeking the inspiration and insight needed for building a successful company, "Funds & Founders" is your go-to podcast.