Most tech founders treat commercial questions — pricing, positioning, GTM — as something to finalize once the product is ready. Adriana Daragon, founder of GTM Advantage, has built her work around changing that habit. In this conversation, we talk about why leaving those decisions late makes pricing harder to get right, what the signs of an unclear go-to-market strategy look like from the inside, and why discounting to close a deal is more costly than most founders realize.
We also get into what "too expensive" and "not right now" actually signal — and why the answer is almost never to lower the number.
If you're a founder who has been treating pricing as a downstream decision, this episode is worth your time.
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📌 Connect with Adriana: www.gtmadvantage.ch
