Work Different
GTM Advisory Services

Here's to the crazy ones

Apple's iconic "Think Different" campaign inspired the founding of Work Different in 2013. We believed then—and believe even more strongly now—that scaling go-to-market strategies requires creativity, bold thinking, and a willingness to challenge conventional wisdom.

Today, with AI transforming how businesses operate and compete, thinking differently isn't just inspiring—it's imperative. The technology companies that will thrive are those that embrace new ways of building, scaling, and supporting their GTM teams.

We help early-stage B2B technology companies WORK DIFFERENT.

Think Different - Apple Campaign Poster

Featured Insights

The $2M-$10M Peril

Why most startups fail to scale GTM—and they almost always fail in the same place: the race from $2M to $10M in ARR.

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From Playbooks to Platforms

AI agents are redefining BDR and AE roles — from individual contributors executing playbooks to operators overseeing fleets of digital workers. The job description is changing.

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Why Your GTM Team Isn't Ready for Autonomous Agents

The hype around autonomous AI agents is real—but most GTM teams lack the process maturity to deploy them successfully.

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