Scaling a business isn’t just about growing—it’s about evolving. But let’s be real: GTM strategy change is scary. If you’ve been doing things a certain way for years, shaking it up can feel risky. What if it doesn’t work? What if everything falls apart? That fear keeps a lot of scale-ups stuck—doing what’s comfortable instead of what’s necessary to hit the next level.
The reality is, there’s a reason there aren’t many unicorns in tech. Growing, changing, and evolving is hard. But once you decide to pivot, you need to commit. Committing to a strategy with absolute confidence can feel daunting, especially when there are shiny objects constantly vying for attention, tempting you to pivot or second-guess your path. But change only works when you go all in. The most successful companies embrace change when needed, trust their strategies, and don’t let distractions derail them.
The Fear of Change in Scale-Ups
Once a company reaches a certain level, the idea of switching things up can feel like walking a tightrope. After all, if your go-to-market strategy, product positioning, or processes got you this far, why mess with them? But what worked at $5M ARR won’t necessarily cut it at $50M ARR. Growth demands change, and resisting it can mean stagnation—or worse, getting left behind.
Some of the biggest fears I see holding companies back:
- Losing loyal customers – You worry that evolving your offerings will push away your early supporters.
- Operational chaos – Changing internal structures, leadership roles, or workflows feels like opening Pandora’s box.
- Financial risk – Pouring money into a new strategy, technology, or team structure feels like a gamble. (Spoiler: staying put is the bigger gamble.)
- Cultural resistance – Employees who have worked in the same way for years may push back against new methods, fearing uncertainty.
- Founder hesitation – Founders often get in their own way when it comes to driving change. They need to trust in their appointments and lean into the people with experience who can guide the next phase of growth.
Companies That Took the Leap—and Won
Plenty of today’s biggest success stories had that ‘oh sh*t’ moment where they realized they had to evolve or get left behind:
- HubSpot – Originally chasing enterprise clients, they pivoted to focus on SMBs, and boom—massive acceleration.
- Netflix – If they’d stuck with DVD rentals, we wouldn’t be binging Bridgerton today.
- Slack – What started as a failed gaming company turned into the go-to workplace communication tool.
- Shopify – Shifted from an e-commerce website builder to a full-fledged commerce platform, dramatically expanding its market reach.
- Adobe – Transitioned from selling boxed software to a cloud-based subscription model, securing long-term revenue growth.
They could have played it safe, but instead, they leaned into change—and it paid off big time. They were laser-focused on their goals, didn’t let distractions slow them down, and refused to let fear stall progress. They trusted their strategies, doubled down, and went all in. That’s what made the difference.
The Price of Playing It Safe
Then there are the companies that hesitated—and paid the price:
- BlackBerry – Clung to its physical keyboard and GTM strategy while Apple and Android took over.
- Yahoo – Had multiple chances to innovate (or, you know, buy Google) but didn’t pull the trigger.
- Kodak – Literally invented the digital camera but ignored it to protect their film business. Ouch.
- Xerox – Pioneered computing technology but failed to capitalize on it, losing market relevance.
- Blockbuster – Passed up an opportunity to acquire Netflix and refused to adapt to streaming.
Lesson? Fear of change is often what kills businesses—not the change itself.
What’s a Healthy Growth Rate, Anyway?
In Silicon Valley, VCs love the T2D3 model:
- Triple revenue for two years, then double for three years
- Example: $1M → $3M → $9M → $18M → $36M → $72M
This is the gold standard for SaaS and tech. But if you’re not hitting these numbers, don’t panic.
Feeling Stuck? Here’s What to Do:
- Audit your strategy – Are you truly differentiating, or just coasting? Sometimes, working in and on something every day makes it easy to overlook opportunities. Bringing in independent consultants to pressure test your strategy can offer fresh perspectives and highlight blind spots you might have missed.
- Talk to your customers – Are their needs shifting? Are you keeping up?
- Check your team & structure – Do you have the right people, processes, and leadership in place?
- Evaluate your internal workflows – Are inefficiencies holding you back? Can technology or automation streamline your operations?
- Trust your team – Founders need to let go and trust the experts they’ve brought on board to drive strategy and execution.
- Test new ideas—fast – Experiment, pivot when needed, and stay agile.
- Network and learn from others – Talk to other CEOs and business leaders who have been through similar challenges. Learning from their mistakes and successes can save you time and energy.
- Don’t be afraid to borrow proven strategies – It’s okay to take inspiration from successful companies. You don’t have to reinvent the wheel—just make it work for your business.
Final Thoughts
Scaling isn’t just about doing more—it’s about doing better. Fear will always be there, but real growth comes from those who push past it. The companies that evolve—whether through their product, strategy, processes, or leadership structures—are the ones that thrive. The ones that don’t? They become cautionary tales.
If you’re feeling stuck, it’s time to bring in fresh perspectives. Reach out to a consultant to pressure test your GTM strategy and motions. Getting an external view can uncover blind spots and help you make data-backed decisions with confidence.
So if you’re at that crossroads, ask yourself: Is standing still really safer than moving forward? If you’re ready to take the next step, contact MarketCraft GTM for a free consultation and let’s get your business moving in the right direction.