How we built GTM Engineer School from idea to impact in four months
Reflections as we close out the first cohort of GTM Engineer School
Four months ago, GTM Engineer School didn’t exist. There was just an idea:
“With AI reshaping go-to-market faster than anyone can keep up, there needs to be a place where people can actually learn how to use the tools—not just talk about them.”
Today, we’ve:
Recruited 30 instructors from leading companies
Signed 5 world-class sponsors
Sold out our first cohort of 50 students
Built organic buzz with 35+ GTM leaders helping amplify the vision
Here’s what I’ve learned in the process—lessons that apply whether you're launching a startup, building a movement, or just figuring out what's next.
1. Start With First Principles, Not FOMO
We didn’t chase trends or ride someone else’s playbook. We asked: What will always be true, even as the tools change?
People need to keep up with accelerating change.
Most won’t unless there’s a structured, social, and time-boxed environment to push them forward.
Paying for accountability and showing up on the calendar works.
That core insight drove everything—from our program design to our messaging.
And it’s been great to see student feedback like this:
“Tariq & Max went a long way to fix our nodes for each of us, heavy content but powerful tech. Impossible to get such hands-on overview of Cargo without this course. Thx Jared & Matteo.”
2. Market Pull > Perfect Execution
We didn’t get everything right. Some systems broke. Some emails went out late. We had to guess at pricing, cadence, and curriculum.
But here’s the thing: when you’re aligned with a movement people care deeply about, they’re forgiving. They root for you.
If you’re solving a problem people feel in their gut, you can afford to ship at 80% and improve as you go.
3. Cooperation Compounds Faster Than Competition
One big mindset shift: not everyone is your competitor.
Our bet was that collaboration > defensiveness. That’s paid off in spades.
We reached out to experts, influencers, and potential partners—not with a pitch, but with an invitation. Most were excited to contribute, connect, and create something together.
Of course, a few were closed off. That’s fine. Zero-sum thinkers can win too. But I’ll bet long-term on the abundance mindset every time.
4. To Go Fast, Go Alone. To Go Far, Go Together.
This wasn’t a solo effort. I started with a fuzzy idea for a “cooperative startup”—something flatter and more flexible than a traditional org.
We’re not quite there (yet). But I did find a partner in Matteo Tittarelli, and his energy and execution have been indispensable. A huge part of getting this off the ground was having a co-founder mindset in the early days, even if this wasn’t a startup in the traditional sense.
5. Obsess Over What You’d Do for Free
This project tapped into something I’ve always loved: helping people learn.
In college, I wrote the script for a humorous biology prep video with national distribution.
I launched one of Udemy’s first A/B testing courses.
I built a gamified math education site for kids.
At work, I’ve always budgeted for conferences and L&D for my team.
GTM Engineer School was just the next chapter in that through-line. If you can line up your experience with what you'd naturally do in your free time, momentum follows.
6. The Future Belongs to the Adaptable
AI is rewriting the rules—not just for marketers, but for entire industries.
For seasoned pros, this is a chance to reinvent and level up.
For recent grads, it’s a confusing and chaotic time to build a career.
But underneath it all, the fundamentals haven’t changed:
Build skills that compound.
Plug into communities.
Stay curious.
Don’t go it alone.
It won’t always work on the first try. But it works over time.
If you’re building something, trying to stay ahead of the curve, or just wondering where you fit in the AI-fueled GTM landscape — I see you.
We built GTM Engineer School for you. And we’re just getting started.