Life is transactional, but in reverse. Creating a successful startup is not about being paid for what you do. It’s about putting energy in where it’s needed. When you reframe the go-to-market task from “How can I sell this?” to “Who can be helped by this?”, what comes back to you is much greater than the obvious pay-for-play model. Let’s talk about how this has worked for others and how it can work for you.