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Welcome to the Force & Friction Podcast, where we break down what really moves the needle in GTM, RevOps, AI, partnerships, and SaaS growth. Today, we're joined by Dinuka Wijesinghe, the GTM Doctor and founder of Serendum Strategies.
With a PhD in astrophysics and six years of experience mastering go-to-market at scale at Google, Dinuka brings a unique blend of academic rigor and practical, in-the-trenches experience.
He shares his core thesis: when it comes to go-to-market, execution matters even more than strategy.
We dive deep into why even the most brilliant strategies fail, the critical difference between companies that execute well and those that don't, and the lessons startups can learn from giants like Google.
Here are the core areas we discuss in today's episode:
1. The Technical Founder's Dilemma: Building a Product vs. Building a Business
2. The Perils of Disconnecting from the Market: VCs vs. Customers
3. Strategy vs. Execution: Where the Go-to-Market Game is Won and Lost
4. The Power of ICP Profiling: A Data-Driven Approach to Go-to-Market
5. The Three Pillars of Entrepreneurial Survival: Pain, Uncertainty, and Failure
Final Thoughts:
Dinuka Wijesinghe's insights are a masterclass in the art and science of go-to-market. His emphasis on execution over strategy, his data-driven approach to ICP profiling, and his candid assessment of the realities of entrepreneurial life provide a powerful and practical guide for any founder or business leader looking to build a successful and sustainable company.
Where we are all faced with constant change and uncertainty, his message is clear: the companies that will win are those that can execute with clarity, consistency, and a relentless focus on the customer.
Learn more at www.forceandfrictionpodcast.com
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