---
title: "\"The Formula Is Not The Force\" Newsletter Launch"
url: https://stacklist.com/card/2cfb1b9a-00f4-4329-a689-1fe344ed7d65
source_url: "https://www.linkedin.com/posts/andrewcboos_im-andrew-boos-small-town-canadian-in-activity-7457863405698277377-vP1t/"
stack: https://stacklist.com/c/business/stack/74fec860-c9d1-4bf2-94a6-8439df55ebc4
summary: "Andrew Boos launches \"The Evolution of GTM\" newsletter with its first article, \"The Formula Is Not The Force,\" arguing that sales playbooks lack the experiential judgment only practitioners can provide. The post and its comments explore why the most accessible GTM education is often the least useful, and why human interaction and real-world pattern recognition outperform formulaic approaches."
tags: "gtm, sales, b2b, newsletter, founder, go-to-market, sales-playbook"
key_entities: "Andrew Boos (person), Reed Jackson (person), Hamlet Azarian (person), William Munday (person), Christopher Rubin (person), Go-to-Market (GTM) (concept), Sales Playbooks (concept), The Evolution of GTM Newsletter Launch (event), San Francisco (location)"
classification: "notes"
content_hash: "sha256:60a1b6ddedc1c6942a2d9e9488c98d1c6e9c59dc2b71df1104bf32418439e62a"
acp_version: "0.2"
token_counts_approximate: 1275
visibility: public
agent_accessible: true
status: "final"
---

# "The Formula Is Not The Force" Newsletter Launch

Andrew Boos 3mo Report this post I’m Andrew Boos. Small-town Canadian, in the SF tech scene since 2011. Founded a handful of companies, exited a couple, invested in a few dozen, advised hundreds of founders on B2B and enterprise GTM. I was CRO of a billion-dollar company at one point, on the hook for putting north of $100M in the bank every year. After fifteen years in SF tech there's a set of things I keep coming back to that don't get written about enough. Community. In-person events. The craft of sales. The psychological gauntlet of building anything that matters. I'm putting all of this in our newsletter, The Evolution of GTM The first article is going live now, The Formula Is Not The Force. It's about why reading sales playbooks will never be the same as working with someone who has actually run the motion and why the marketplace for GTM education has the trade backwards. The most accessible content is the least useful. The most useful resources are the least accessible. Six layers down, there's sometimes a person who has actually shipped revenue. If you're building a go-to-market motion right now and the playbooks aren't working the way they promised, this one's for you. 94 9 Comments Like Comment Share Copy LinkedIn Facebook X Reed Jackson 3mo Report this comment Thanks for sharing Andrew Boos ! Being an integral part of the early stage GTM in my current role has taught me more in 11 months than probably 5+ years worth of work in larger, more established orgs. I've spent countless hours learning "the formulas" and gaining the vocabulary, and held thousands of reps of "the practice" to expand my capabilities....and I'm very grateful to work alongside a "master" for the judgement and coaching that I'd otherwise be missing, which has helped me significantly level up my skills, confidence, and execution🤝 Like Reply 3 Reactions 4 Reactions Hamlet Azarian 3mo Report this comment The champion vs enthusiast distinction you used in the article is the best practical example of this whole idea. That founder had read everything. He just couldn't see the difference between someone who likes you and someone who can actually move the deal. That diagnosis isn't in any playbook because the playbook doesn't know his specific buying committee. The formula tells you to find a champion. The force tells you whether the person in front of you actually is one. Like Reply 3 Reactions 4 Reactions William Munday 2mo Report this comment Formulas are Great and I am a math person myself, However, there is a shift in the market coming. The benchmark has always been there, but covered-over for the past few years by new technology .. It's the PERSONAL INTERACTION that keep business alive. Clients ("people") are getting tired of looking at formula's, spreadsheets; and straight numbers that do not explain the "why", or "what", to make decision. Plus, AI being shoved on businesses in which the AI answer/response is based on limited information. --- Now, AI is good for some things, and very helpful, but caution must be used As for Clients and employee motivation..."PEOPLE" have an inherent need to communicate (and therefore do business) with other people (individuals). The "human communication" factor. ----- This is how we have created long-term business relationships, partnerships, etc. over years and years. Markets do change, but the Human Touch/Contact will outlive any "automated" system. People (Clients) are thirsting for it in today's economy.. (and the will pay more for it if provided properly). We all must be careful that we do, not to lose the human factor in business dealings... If the human factor is lost, I guarantee the business will be lost as well. Like Reply 2 Reactions 3 Reactions Christopher Rubin 3mo Report this comment This hits on something real. Too many founders treat GTM like a puzzle you solve once, when it's really a muscle you have to build and maintain. The playbooks give you the moves. But most teams still fumble in the execution because there's no system translating what the founder knows into what the sales team can actually deliver on every call. >> That gap between intuition and infrastructure is where most GTM efforts stall. The newsletter angle is a smart way to make the inaccessible more accessible—curious if your second piece digs into what it actually looks like to institutionalize what the best operators do. Like Reply 1 Reaction 2 Reactions Ramsha Khadim 3mo Report this comment The best GTM strategies are usually the ones that happen in the field rather than inside a theoretical sales manual. Like Reply 1 Reaction 2 Reactions Ardon Anderson 3mo Report this comment Great article. “vocabulary isn’t capability”, stealing that Like Reply 1 Reaction 2 Reactions Natalie Williams 3mo Report this comment Can’t wait to read it! Know it’s gonna be great Like Reply 1 Reaction 2 Reactions Angelina Fomina 3mo Report this comment Exciting! Like Reply 1 Reaction 2 Reactions See more comments To view or add a comment, sign in