// GTM
Wedge
The narrow initial use case or persona a company enters the market through, before expanding to the broader vision.
In depth
HubSpot's wedge was free CRM; Snowflake's was cloud data warehouse; Figma's was browser-based UI design. The right wedge is small enough to dominate quickly and adjacent enough to expand from. The wrong wedge traps the company forever.
Related terms
Product-Market Fit
The point where the market is pulling the product out of the company faster than the team can ship.
Positioning
The deliberate choice of what your product is, who it's for, and what it's better than. April Dunford's discipline.
ICP
Ideal Customer Profile, the tightly-defined firmographic + behavioural profile of the accounts you win, keep and expand.