Introduction: Rethinking Go-to-Market in a crowded digital era
In a season focused on go-to-market (GTM) lessons, Inside voices from startup veterans reveal a bold shift: abandoning traditional social ads in favor of high-impact, low-noise channels. The episode features Luna co-founder Jas Schembri-Stothart and Untapped Solutions, who argue that GTM success hinges on directly reaching people where they are, not just where ads tell them to be. The result is a set of counterintuitive playbooks that prioritize context, timing, and tangible experiences over broad reach.
From social feeds to real-world moments: the Taylor Swift concert strategy
The team explains a surprising but increasingly effective pivot: meeting potential customers at large-scale, culturally resonant events—think Taylor Swift tours—where audiences are already emotionally engaged. Rather than paying for incremental impressions, they invest in meaningful experiences that sync with user needs. This approach converts curiosity into intent, and intent into action, by pairing product demonstrations with authentic moments. The logic is simple: at the concert, fans are in a receptive mood, the atmosphere is communal, and word-of-mouth travels fast when a product becomes part of the shared experience.
Why concerts can outperform generic ads
Concert environments provide context that generic ads struggle to deliver. The immediacy of live interaction, the social proof of a crowd, and the ability to capture real feedback on-site create a feedback loop that accelerates product iteration. For startups, this means fewer wasted impressions and a higher signal-to-noise ratio. The founders emphasize choosing events aligned with their product’s core use case and audience, ensuring that the partnership feels natural rather than transactional.
Prison tablets and the power of distribution in constrained environments
A second pillar of their GTM strategy revolves around distribution in constrained environments—exemplified by what they call “prison tablets.” While the name might raise eyebrows, the concept is pragmatic: meeting users where access is limited and place-based channels can dominate. In such settings, a product isn’t competing for attention with countless apps; it’s solving a specific, pressing problem with a narrow but highly engaged user base. This approach reduces churn and increases retention because the product becomes an indispensable tool in a defined context.
Key takeaways for distribution strategy
The co-founders highlight three practical takeaways for teams pursuing alternative GTM channels:
- Context over clutter: Select channels that naturally align with user workflows and emotional states, not just those with high reach.
- Quality of engagement: Focus on immersive experiences that yield actionable feedback and stronger brand associations.
- Experiment with constraints: Use limited environments (like event settings or restricted devices) to sharpen the product and pricing model.
A framework for testing unconventional GTM channels
The episode outlines a practical framework for testing non-traditional channels without sinking precious runway into expensive ads:
- Hypothesize a target moment: Identify where potential users are most receptive and what problem they’re seeking to solve in that moment.
- Prototype the experience: Build a lightweight, time-bound pilot that integrates naturally into the setting (event booth, service demo, or constrained-device distribution).
- Collect rapid feedback: Use on-site surveys, quick A/B tests, and real-world usage data to refine messaging and product fit.
- Scale with intent: When a non-traditional channel proves effective, codify the approach into a repeatable GTM playbook with clear metrics.
Conclusion: A shift from reach to resonance
The core insight from this episode is not that social ads are useless—but that for certain B2B and B2C products, resonance at the right moment matters more than broad reach. By redirecting resources toward high-signal environments like major live events and disciplined distribution in constrained settings, these founders demonstrate a GTM strategy built on relevance, speed, and real user insight. The lesson for other startups is clear: your best channel may be the one that turns a fleeting moment into lasting value.
