What does it actually look like to build GTM from zero, at three companies that changed their categories?
Cristina Cordova joined Stripe at 30 people, Notion during its breakout community era, and is now the COO and Head of GTM at Linear. In each case, she walked in without a clear playbook and had to figure out what worked for that specific product and customer. This session is her honest account of how she did it.
The conversation covers the Shopify decision that taught her how to think about existential customers. The Notion community that started on its own before anyone tried to build it. The 3-day work trial that replaced the sales interview at Linear — and why she'd never go back. And the GTM mistake she sees founders make most consistently: chasing attention instead of finding the right customer.
Sharp, specific, and full of things you can actually use.
