33 Mental Models for Business Growth Loved by Go-to-Market Leaders

33 Mental Models for Business Growth Loved by Go-to-Market Leaders

In this guide, you’ll discover mental models to help you drive smart, customer-focused growth.

Whether you are building a new company, scaling pipeline and revenue, or just trying to keep up with GTM talent, this roundup is packed with expert tips to help you succeed.

Ready to go exploring? Let’s get started!

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Customer-Centric Mental Models

Before you can sell, you need to know your customer deeply—it’s not something you can take for granted. These mental models help you think critically and uncover what really matters to them.

1. Seeing from the Front

What It Is: A practice of staying close to the ground by personally observing customer behavior, platforms, and processes instead of relying solely on reports or secondhand information.

It’s a Favorite of: Sam Kuehnle, VP of Demand Generation at Refine Labs, because it provides firsthand insight to make better decisions.

Why It Works: Reports and third-party data often include biases or delays. By directly interacting with customer data and staying active on platforms where customers engage, you can understand their needs and behaviors in real time. For example, instead of relying solely on a summary of ad platform updates, dive into the platform yourself to see what’s changed and how it’s affecting campaigns.

How to Apply It:

  • Regularly review raw customer data instead of just summaries.
  • Participate in or observe customer interactions to understand their experience.
  • Stay up to date on tools, platforms, or systems your customers use.

Where to Read More About It: On War by Carl von Clausewitz explores firsthand observation as critical in leadership and decision-making.

2. Gap Selling for Customer Needs

What It Is: A sales framework focused on identifying and quantifying the gap between a customer’s current state and their desired future state.

It’s a Favorite of: Jacob Gebrewold, Commercial Account Executive at Klue, because it shifts focus from pitching to solving real problems.

Why It Works: Customers care most about solving their problems, not your product. Gap Selling uncovers pain points, aligns them with outcomes, and positions your solution as the bridge to success. For example, instead of saying, “Here’s what we offer,” you might ask, “Where are you falling short today, and what’s the cost of that gap?”

How to Apply It:

  • Start conversations by asking customers about their pain points and goals.
  • Quantify the “gap” between where they are now and where they want to be.
  • Position your product or service as the solution to close the gap.

Where to Read More About It: Gap Selling by Keenan.

3. Cost of Inaction (COI)

What It Is: A mental model that highlights the risks and costs of maintaining the status quo.

It’s a Favorite of: Jen Allen, Chief Evangelist at Challenger, because it reframes hesitation into urgency.

Why It Works: Customers often fear change more than the consequences of staying the same. COI helps you show that doing nothing is often the more expensive or risky decision. For example, instead of emphasizing ROI, you can ask, “What’s the cost of this issue persisting for another six months?” This helps the customer see why they should act now.

How to Apply It:

  • During discovery, ask, “What happens if this problem isn’t addressed?”
  • Build a COI analysis to quantify the downside of inaction for customers.
  • Pair COI with ROI to present both urgency and opportunity.

Where to Read More About It: The Challenger Sale by Matthew Dixon and Brent Adamson.

4. Jobs to Be Done Framework

What It Is: A methodology for understanding what customers are “hiring” your product to do.

It’s a Favorite of: Ryan Paul Gibson, Founder of Content Lift, because it focuses on customer outcomes rather than product features.

Why It Works: Customers buy solutions to achieve a desired state, not for the features themselves. By understanding the job they want done, you can tailor your product and messaging to fit their specific needs. For example, a customer might not want a drill; they want the hole it creates. Framing your offering around the desired outcome creates stronger alignment.

How to Apply It:

  • Interview customers to uncover their goals and pain points.
  • Ask, “What are they trying to achieve by using this product?”
  • Build marketing and sales strategies around those desired outcomes.

Where to Read More About It: Competing Against Luck by Clayton Christensen.

5. Meaningfully Different Framework for Branding

What It Is: A framework that evaluates brands based on three criteria: meaning, difference, and salience.

It’s a Favorite of: Shea Cole, VP of Marketing at Fullscript, because it creates stronger brand positioning by addressing emotional and functional needs.

Why It Works: A strong brand must resonate with customers (meaning), stand out from competitors (difference), and remain top of mind (salience). For example, a premium brand like Stella Artois wins by being both meaningful and different, while mass-market brands like Budweiser dominate by being salient. Balancing these factors ensures your brand appeals to the right audience.

How to Apply It:

  • Define what makes your brand meaningful to your audience.
  • Highlight differentiators that set you apart from competitors.
  • Stay visible by being active in the spaces your audience frequents.

Where to Read More About It: How Brands Grow by Byron Sharp and Millward Brown’s Meaningfully Different Framework.

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Problem Finding and Problem Solving Mental Models

Before you can solve a problem, you need to clearly see what it is—and that’s not always easy. Mental models help you break down complexity, explore solutions, and test ideas quickly so you can find what works best.

6. Beginner’s Mind

What It Is: A mindset that embraces curiosity, openness, and first principles to challenge outdated assumptions and explore new solutions.

It’s a Favorite of: Patrick Coleman, VP of Growth at Replit, because it allows you to adapt as markets and strategies evolve.

Why It Works: What worked a year ago, or even yesterday, may not work today. The Beginner’s Mind encourages you to let go of past frameworks and approach each problem as if you’re seeing it for the first time. This is especially valuable in fast-moving environments like startups, where strategies must evolve rapidly to stay effective.

How to Apply It:

  • Regularly question whether old models and assumptions still apply.
  • Approach problems with curiosity, breaking them down to first principles.
  • Stay open to new ideas and insights, even in familiar areas.

Where to Read More About It: Inspired by Zen principles, this mindset is explored in Zen Mind, Beginner’s Mind by Shunryu Suzuki and Andrew Chen's “Law of Shitty Clickthroughs.”

7. Get Visual Fast

What It Is: A method for making problems or ideas visual as quickly as possible to uncover patterns and improve understanding.

It’s a Favorite of: Matt Baxter, Director of Product Management at Bestow, because visualizing problems helps you see relationships and identify solutions faster than written or verbal methods.

Why It Works: Visual tools like diagrams or sticky notes let you externalize your thinking and examine problems from new angles. For example, mapping out workflows or decision trees can reveal bottlenecks or opportunities that might be missed otherwise. It’s especially effective when collaborating, as it creates a shared understanding among teams.

How to Apply It:

  • Use whiteboards, sticky notes, or tools like Miro to map out challenges.
  • Draw diagrams to explore relationships and identify dependencies.
  • In team settings, co-create visuals to align everyone’s understanding.

Where to Read More About It: The importance of visualization is discussed in The Back of the Napkin by Dan Roam.

8. The Cupcake Model for Iterative Success

What It Is: A framework for starting with a small, complete version of your product or process, then iterating to refine and expand.

It’s a Favorite of: Stuart Balcombe, Product Marketer at Arrows, because it allows for quick feedback and improvement without overcommitting resources.

Why It Works: Instead of aiming to build a “perfect cake” by assembling slices piece by piece, start with a cupcake—a simple but complete version. For example, a pilot program or MVP (minimum viable product) lets you test an idea with users and make informed adjustments before scaling. This reduces risk and accelerates improvement cycles.

How to Apply It:

  • Create the smallest, usable version of your product or service.
  • Test it with a small group and gather feedback.
  • Iterate based on real-world data, not assumptions.

Where to Read More About It: The Lean Startup by Eric Ries explains similar iterative principles.

9. The Scientific Method

What It Is: A structured approach for testing hypotheses, gathering data, and iterating based on evidence.

It’s a Favorite of: Mark Znutas, Vice President of GTM Strategy and Operations at HubSpot, because it ensures decisions are driven by data and logic, not assumptions.

Why It Works: The scientific method breaks down problems systematically: you define a hypothesis, run experiments, measure results, and adjust based on findings. For example, in marketing, you might hypothesize that a new ad copy will improve click-through rates. By running A/B tests, you get concrete data to refine the strategy further.

How to Apply It:

  • Start with a clear hypothesis about what you want to test.
  • Run controlled experiments to isolate variables.
  • Analyze results and iterate based on what you learn.

Where to Read More About It: The framework is foundational to experimental design and is discussed in The Structure of Scientific Revolutions by Thomas Kuhn.

10. Inverting Problems for Solutions

What It Is: A mental model where you look at a problem in reverse to identify failure points and avoid them.

It’s a Favorite of: Sean MacPherson, VP of Customer Success at Alyce, because it clarifies the critical path by eliminating potential risks.

Why It Works: By asking “How could this go wrong?” you uncover potential failure points and plan around them. For example, instead of asking, “How do we grow sales?” ask, “What would make our sales drop?” This leads to actions that mitigate risks and improve results.

How to Apply It:

  • Start by defining the desired outcome.
  • List all the ways the outcome could fail.
  • Develop strategies to avoid those failure points.

Where to Read More About It: This concept is often linked to Charlie Munger’s mental models, as discussed in Poor Charlie’s Almanack.

11. Double-Diamond Model for Divergent Thinking

What It Is: A process of alternating between exploring many ideas (divergent thinking) and narrowing down to focused solutions (convergent thinking).

It’s a Favorite of: Andrew Miller, Senior Growth Product Manager at Monograph, because it organizes creative problem-solving into clear stages.

Why It Works: The model divides problem-solving into four phases: discover, define, develop, and deliver. During the “discover” and “develop” phases, you brainstorm widely. In the “define” and “deliver” phases, you refine and implement the best ideas. For example, in GTM strategy, you might start by brainstorming customer needs, then narrow down to key pain points before crafting and launching targeted campaigns.

How to Apply It:

  • During discovery, focus on generating as many ideas as possible.
  • In the next phase, prioritize and refine ideas based on criteria like feasibility and impact.
  • Use the same process during execution to refine strategies before scaling.

Where to Read More About It: The Double-Diamond framework was developed by the Design Council.

12. The Home Edit Model for Organizing Complexity

What It Is: A system for breaking down complex processes into manageable piles, organizing them, and building clear systems.

It’s a Favorite of: Mo McKibbin, Head of Customer Support at Moxion, because it eliminates chaos and creates clarity in workflows.

Why It Works: Inspired by the Netflix show The Home Edit, this method involves “taking everything out,” sorting it into categories, and rebuilding a streamlined system. For example, in customer support, you might pull all customer data into one place, categorize it by buying role or use case, and use these categories to create personalized support processes.

How to Apply It:

  • Collect all relevant data or processes into one central view.
  • Group similar items into categories or segments.
  • Use these groups to build tailored workflows or systems.

Where to Read More About It: The method is inspired by The Home Edit: A Guide to Organizing and Realizing Your House Goals by Clea Shearer and Joanna Teplin.

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Decision-Making and Prioritization Mental Models

Making good decisions isn’t just about choosing—it’s about knowing what matters most. These mental models help you focus on the biggest impacts, weigh trade-offs, and avoid wasting time on the wrong priorities.

13. Pareto Principle (80/20 Rule)

What It Is: A principle that suggests 80% of results come from 20% of the effort.

It’s a Favorite of: Kristi Faltorusso, Chief Customer Officer at ClientSuccess, because it helps focus energy on high-impact activities.

Why It Works: Instead of spreading resources thinly, identify and double down on the few tasks or strategies that yield the greatest results. For example, if 80% of your revenue comes from 20% of your customers, prioritize nurturing those relationships and identifying similar prospects.

How to Apply It:

  • Identify the top 20% of tasks, customers, or efforts driving 80% of your outcomes.
  • Reallocate resources to amplify those high-value activities.
  • Regularly review and adjust to maintain focus on what matters most.

Where to Read More About It: The concept was introduced by Vilfredo Pareto and expanded on in The 80/20 Principle by Richard Koch.

14. High Leverage Principles

What It Is: A framework for focusing on scalable activities that maximize output while minimizing input.

It’s a Favorite of: Arthur Castillo, Senior Manager of Field Marketing at Chili Piper, because it ensures efficiency by creating systems that can be reused.

Why It Works: Low-leverage activities must be repeated constantly, while high-leverage activities are repeatable and scalable. For example, automating a lead qualification process is a high-leverage activity because it saves time while maintaining consistency.

How to Apply It:

  • Assess whether an activity can be automated, templatized, or scaled.
  • Invest time in creating systems or processes that can be reused.
  • Minimize effort spent on low-leverage tasks that don’t compound.

Where to Read More About It: The concept aligns with the philosophy in High Output Management by Andy Grove.

15. The Why Exercise

What It Is: A technique for repeatedly asking “Why?” to uncover the root purpose or cause behind a goal or issue.

It’s a Favorite of: Meghann Misiak, Founder of The Path to President’s Club, because it helps clarify priorities and ensure alignment with meaningful goals.

Why It Works: Asking “Why?” five times (or more) forces you to dig deeper into motivations and reasons. For example, instead of just saying, “We need more leads,” ask why. The answer might be, “To meet revenue targets.” Why? “Because we want to scale.” Why? “To increase market share.” By the end, you’re working toward the real goal, not just a surface metric.

How to Apply It:

  • When defining goals or solving problems, ask “Why?” repeatedly.
  • Use this to uncover motivations behind customer decisions or objections.
  • Refine plans to ensure they align with the deeper purpose uncovered.

Where to Read More About It: Inspired by Toyota’s “5 Whys” problem-solving technique.

16. Regret Minimization

What It Is: A decision-making framework that focuses on avoiding future regret by imagining how you’ll feel about your choices years from now.

It’s a Favorite of: Jason Bay, Chief Prospecting Officer at Blissful Prospecting, because it helps prioritize long-term satisfaction over short-term gains.

Why It Works: By visualizing how today’s decisions will impact you in 10 or 20 years, you gain clarity on what truly matters. For example, if you’re debating whether to spend extra time with family or take on another project, ask, “In 10 years, what will I regret more?” Often, this makes the choice clear.

How to Apply It:

  • Ask, “What will I regret most in 10 years if I don’t act now?”
  • Use this framework for personal, career, or financial decisions.
  • Focus on actions that align with your core values and future goals.

Where to Read More About It: Jeff Bezos popularized this concept, and it’s discussed in his speeches and interviews.

17. Opportunity Cost Model

What It Is: A framework that considers what you give up when choosing one option over another.

It’s a Favorite of: Darren Sharpe, Chief Revenue Officer at SuiteSpot, because it drives focus by highlighting the trade-offs of every decision.

Why It Works: Resources like time, money, and energy are finite. By understanding that each choice costs you an alternative, you make decisions with greater intentionality. For example, investing in a new tool might mean delaying another project. Are you confident the chosen option has the highest return?

How to Apply It:

  • Weigh the potential benefits of your choice against the best alternative.
  • Regularly review resource allocations to ensure they align with top priorities.
  • Make decisions with a clear understanding of what you’re sacrificing.

Where to Read More About It: Opportunity cost is a core principle in economics and is covered in Principles of Economics by Alfred Marshall.

18. Irreversible vs. Reversible Decisions

What It Is: A decision-making framework that categorizes decisions as reversible (low-stakes, easy to change) or irreversible (high-stakes, hard to undo).

It’s a Favorite of: George Valdes, Head of Marketing at Monograph, because it helps you act quickly when the stakes are low and cautiously when they’re high.

Why It Works: Treat reversible decisions as “two-way doors” where you can backtrack if needed. This allows for speed and experimentation. Irreversible decisions, or “one-way doors,” require careful consideration because the consequences are permanent. For example, hiring a new team member is an irreversible decision, while testing a new marketing channel is reversible.

How to Apply It:

  • Ask, “If this goes wrong, can I reverse it?” If yes, act quickly.
  • Spend more time gathering information for irreversible decisions.
  • Build a culture that empowers fast decision-making for reversible situations.

Where to Read More About It: Jeff Bezos introduced this concept in Amazon shareholder letters.

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Leadership and Team Building Mental Models

Leading a team isn’t easy—it takes more than just giving orders or setting goals. Mental models help new and experienced leaders navigate tough situations and inspire growth in ways that don’t happen automatically.

19. Extreme Ownership

What It Is: A mindset of taking full responsibility for all outcomes within your sphere of influence.

It’s a Favorite of: Carl Ferreira, Director of Sales at Refine Labs, because it empowers individuals and teams to address challenges without excuses or blame.

Why It Works: Extreme Ownership eliminates the mindset of externalizing blame. When you take responsibility, you focus on solutions rather than problems. For instance, if a team project fails, instead of pointing fingers, you ask, “What could I have done differently to ensure success?” This mindset fosters accountability and continuous improvement.

How to Apply It:

  • Take responsibility for all outcomes, whether or not they’re directly your fault.
  • Lead by example, showing your team how to own successes and failures.
  • Use postmortems to uncover lessons and implement changes.

Where to Read More About It: Extreme Ownership by Jocko Willink and Leif Babin.

20. Integrity

What It Is: Living and working in a way that consistently aligns with your commitments and values.

It’s a Favorite of: Antoine Buteau, Business Operations at Replit, because it builds trust within teams and with customers.

Why It Works: Integrity ensures that others can rely on you to follow through. It also means aligning your actions with your long-term goals, creating a foundation for leadership and decision-making. For example, promising a deliverable and meeting the deadline—even when it’s inconvenient—builds trust and respect.

How to Apply It:

  • Be consistent in doing what you say you’ll do.
  • Hold yourself accountable to your goals and aspirations.
  • Foster trust by aligning actions with your organization’s values.

Where to Read More About It: Stephen Covey discusses integrity as a core value in The 7 Habits of Highly Effective People.

21. Intention

What It Is: Focusing on meaningful activities that drive results rather than tasks that simply look productive.

It’s a Favorite of: Leslie Venetz, Founder of Sales Team Builder, because it prioritizes actions that align with key outcomes.

Why It Works: Many tasks are performed out of habit or because they are easy to measure. Intention ensures that you work on what actually matters. For example, instead of making 50 cold calls because it’s a KPI, ask whether those calls are generating the type of leads you need. Then, adjust your efforts accordingly.

How to Apply It:

  • Regularly review whether your activities align with desired outcomes.
  • Ask, “Does this task move me closer to my goal?” before committing time to it.
  • Focus on quality over quantity in both actions and metrics.

Where to Read More About It: Simon Sinek’s Start With Why expands on the power of intention in achieving goals.

22. Emotional Withdrawals and Deposits

What It Is: A framework for maintaining balance in relationships by giving (deposits) and asking (withdrawals).

It’s a Favorite of: Daniel Cmejla, Director of Partnerships at Chili Piper, because it builds long-term, meaningful relationships with customers and peers.

Why It Works: Constantly asking for favors (withdrawals) without offering value (deposits) leads to burnout in relationships. For example, hosting value-driven events or providing free resources are emotional deposits. When you later ask for something, like feedback or participation in a case study, the relationship balance encourages a “yes.”

How to Apply It:

  • Focus on adding value to relationships before making requests.
  • Offer meaningful gestures, such as advice, introductions, or exclusive experiences.
  • Track the balance between your gives and asks in professional interactions.

Where to Read More About It: Inspired by Stephen Covey’s “Emotional Bank Account” concept in The 7 Habits of Highly Effective People.

23. Don’t Connect the Bridge

What It Is: A method for mentoring where you share experiences without giving direct advice, allowing others to find their own solutions.

It’s a Favorite of: MJ Peters, VP of Marketing at CoLab Software, because it empowers individuals to process information and create their own insights.

Why It Works: People are more likely to take ownership of a solution they arrive at themselves. For example, when a team member struggles with a decision, share how you faced a similar challenge without explicitly telling them what to do. This fosters independence and creativity.

How to Apply It:

  • Share your experiences, but stop short of giving advice.
  • Ask open-ended questions to guide the person toward their own conclusions.
  • Practice this with peers or mentees to build their confidence and problem-solving skills.

Where to Read More About It: Coaching techniques like this are explored in The Coaching Habit by Michael Bungay Stanier.

24. Future Continuity

What It Is: Acting today as the person or leader you want to become in the future.

It’s a Favorite of: Katy McFee, Founder of Insights to Action, because it connects your current actions to long-term goals.

Why It Works: Instead of waiting for the “right time” to embody your future self, you start building the habits, behaviors, and decisions that align with that vision now. For example, if you aspire to be a strategic leader, practice making high-level decisions and delegating tactical work today.

How to Apply It:

  • Define the traits and behaviors of your future self.
  • Actively incorporate those traits into your daily actions.
  • Make decisions as if you’ve already achieved your desired future state.

Where to Read More About It: This concept is aligned with James Clear’s Atomic Habits.

25. Hanlon’s Razor

What It Is: A mental model that advises, “Never attribute to malice that which is adequately explained by neglect or ignorance.”

It’s a Favorite of: Anita Toth, Chief Churn Crusher at Anita Toth Inc., because it fosters empathy and reduces unnecessary conflict.

Why It Works: Misunderstandings or mistakes often stem from lack of information rather than ill intent. For example, if a colleague misses a deadline, consider whether they lacked clarity or resources instead of assuming laziness or sabotage. This approach improves communication and problem-solving.

How to Apply It:

  • Assume positive intent in misunderstandings or errors.
  • Reflect on whether you provided clear instructions or sufficient support.
  • Use this lens to improve team collaboration and resolve conflicts constructively.

Where to Read More About It: The concept is attributed to Robert J. Hanlon and is commonly referenced in decision-making and leadership resources.

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Long-Term Vision and Strategic Growth Mental Models

People often think too small. These mental models push you to think bigger, plan smarter, and make moves today that create unstoppable growth for tomorrow.

26. Starting from the Outcome

What It Is: A framework that begins with the desired end result and works backward to plan actions and decisions.

It’s a Favorite of: Shri Apte, VP of Revenue at Triplebyte, because it ensures alignment and efficiency in achieving the right results.

Why It Works: By focusing on the outcome, you eliminate distractions and prioritize actions that directly contribute to your goal. For example, if the goal is to help customers hire software engineers, every decision—like automating sourcing—should support that goal. This clarity simplifies decision-making and maximizes impact.

How to Apply It:

  • Define the specific result you want to achieve.
  • Break it down into the steps required to reach that outcome.
  • Regularly evaluate whether your actions are directly tied to the end goal.

Where to Read More About It: This approach aligns with Stephen Covey’s “Begin with the End in Mind” from The 7 Habits of Highly Effective People.

27. Thinking Long-Term for Compounding Success

What It Is: A mindset that prioritizes long-term gains over short-term wins, recognizing that consistent effort yields exponential results.

It’s a Favorite of: Vladimir Blagojević, Co-Founder of fullfunnel.io, because it drives better decisions and avoids premature abandonment of strategies.

Why It Works: Many people give up too soon because they expect immediate results. By thinking long-term, you stay committed and allow the compounding effect to take hold. For example, building a webinar series won’t close deals instantly, but over time, it positions your brand as an industry leader.

How to Apply It:

  • Set long-term goals and track progress incrementally.
  • Stay patient with initiatives like content marketing, thought leadership, or audience building.
  • Avoid pivoting prematurely—trust the process of consistent effort.

Where to Read More About It: This principle is central to The Compound Effect by Darren Hardy.

28. Big Vision for Scaling Ideas

What It Is: A mindset of thinking beyond current success to explore how an idea or achievement can scale exponentially.

It’s a Favorite of: Craig Handy, Head of Revenue Automation at Shopify, because it pushes past comfort zones to maximize potential.

Why It Works: Scaling requires you to think creatively and avoid complacency. For example, after launching a successful campaign, instead of stopping there, ask, “How do we replicate this success 100 times?” This ensures continuous growth and innovation.

How to Apply It:

  • After achieving a goal, identify ways to scale it massively.
  • Challenge yourself to think about impact beyond current constraints.
  • Foster a culture that encourages ambitious ideas and execution.

Where to Read More About It: Big thinking is explored in The Magic of Thinking Big by David J. Schwartz.

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Personal Effectiveness and Time Management Mental Models

At the end of the day, success comes down to how well you manage your limited time and energy. These mental models help you stay disciplined and make the best use of every moment.

29. Sunday Nights for Weekly Planning

What It Is: A routine for planning the week ahead to set priorities and align personal and professional schedules.

It’s a Favorite of: Darren McKee, Director of Growth at Wellthy, because it reduces mental clutter and ensures smoother, more intentional weeks.

Why It Works: By dedicating time on Sunday nights to organize tasks, schedules, and responsibilities, you avoid the chaos of starting the week unprepared. McKee also includes his family in this process to coordinate obligations, such as work meetings and school drop-offs. This planning ensures alignment across all aspects of life.

How to Apply It:

  • Set aside 30–60 minutes every Sunday to plan your upcoming week.
  • List your top priorities for work, family, and personal goals.
  • Communicate with others (e.g., family or team members) to ensure alignment.

Where to Read More About It: This idea is similar to the weekly review process in Getting Things Done by David Allen.

30. TEA: Time, Energy, Attention Framework

What It Is: A system for managing your time, energy, and attention to maximize productivity and prevent burnout.

It’s a Favorite of: Brandon Fluharty, Founder of Be Focused. Live Great., because it balances not just time but also energy and focus, which are often overlooked.

Why It Works: Time is a limited resource, but so is energy. Without the latter, even an open schedule is useless. Attention is equally critical in avoiding distractions and staying focused on high-value work. For example, rather than starting your day with emails (which drains attention), reserve peak energy periods for creative or strategic tasks.

How to Apply It:

  • Plan your day around your energy levels, reserving peak hours for your most important work.
  • Limit distractions like notifications to protect your attention.
  • Use time-blocking to allocate specific periods for focused work, breaks, and recovery.

Where to Read More About It: This concept ties into Essentialism by Greg McKeown.

31. Parkinson’s Law and Time Wasting

What It Is: A principle that states, “Work expands to fill the time available for its completion.”

It’s a Favorite of: Dani Woolf, Director of Demand Generation at Cybersixgill, because it highlights how easily people can waste time on trivial tasks instead of focusing on priorities.

Why It Works: Setting tighter deadlines forces focus and efficiency. For example, if a task is given a week, you might spend the first few days procrastinating or overanalyzing. Limiting the time available encourages you to cut unnecessary steps and prioritize what matters.

How to Apply It:

  • Set clear, shorter deadlines for tasks to create a sense of urgency.
  • Use tools like Pomodoro timers to break tasks into focused sprints.
  • Avoid over-planning or spending too much time on trivial tasks.

Where to Read More About It: Parkinson’s Law was first introduced by Cyril Northcote Parkinson in The Economist and later expanded in his book Parkinson’s Law: The Pursuit of Progress.

32. Know When to Walk Away

What It Is: Recognizing the point of diminishing returns and stepping away to recharge or revisit a problem later.

It’s a Favorite of: Sidney Waterfall, VP of Demand Generation at Refine Labs, because it acknowledges that sometimes rest leads to better outcomes than persistence.

Why It Works: Mental fatigue reduces productivity and quality. When you step away, you reset your focus and often return with better solutions. For example, instead of forcing through a report late at night, walking away and returning in the morning could allow you to finish faster and more effectively.

How to Apply It:

  • Pay attention to when your productivity starts to decline.
  • Take short breaks, go for a walk, or end the workday early if needed.
  • Return to tasks when you feel refreshed and focused.

Where to Read More About It: Rest and recovery as productivity tools are discussed in Peak Performance by Brad Stulberg and Steve Magness.

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Mental Models about Mental Models

This mental model is like a meta disclaimer—it reminds you that no model is perfect. It helps you stay flexible, knowing when to use a model and when to adapt or combine it for the best results.

33. All Models Are Both Correct and Incorrect

What It Is: A mental model that recognizes all frameworks and models are approximations of reality, and none are universally applicable.

It’s a Favorite of: Anthony Murphy, Founder of Product Pathways, because it reminds us to adapt frameworks rather than apply them rigidly.

Why It Works: Models simplify complex problems but often leave out nuances. Recognizing their limitations prevents over-reliance and encourages flexibility. For example, the 80/20 Rule works well for prioritization but may fail in situations requiring broader context. By treating models as tools rather than truths, you can adapt them to fit specific needs.

How to Apply It:

  • Use models as starting points, not fixed solutions.
  • Combine multiple models to address unique challenges.
  • Regularly question whether the model you’re using still applies in a given situation.

Where to Read More About It: Charlie Munger explores this concept in Poor Charlie’s Almanack, emphasizing the need for a “latticework” of mental models.

Conclusion

These 33 mental models from top GTM operators offer powerful frameworks to understand customers, tackle challenges, drive growth, and make smarter decisions.

By adopting the right mindset and strategies, you can stay ahead of the curve, optimize your go-to-market motion, and achieve bigger goals.

So, what’s the next mental model you’re going to try?

🔊 You need to meet:

🧗‍♀️
Shea Cole

VP Marketing at Fullscript

🥳
Anita Toth

Chief Churn Crusher

🍷
Darren Sharpe

Chief Revenue Officer at SuiteSpot

🔮
Anthony Murphy

Founder of Product Pathways

🎨
Craig Handy

Head of Revenue Automation, Tooling & Enablement at Shopify + Founder of Jameson Strategies

🌶️
Mo McKibbin

Head of Customer Support and Success at Moxion

🤔
Vladimir Blagojević

Co-Founder of fullfunnel.io

🤘
Jason Bay

Chief Prospecting Officer at Blissful Prospecting

☮️
Katy McFee

Founder and Principal of Insights to Action

🎮
George Valdes

Head of Marketing at Monograph

🤖
Matt Baxter

Director of Product Management at Bestow

💥
Kristi Faltorusso

Chief Customer Officer at ClientSuccess

🤯
Daniel Cmejla

Director of Partnerships, Community & Social Media at Chili Piper

🦾
Shri Apte

VP Revenue at Triplebyte

🔥
Dani Woolf

Director of Demand Generation at Cybersixgill

⚙️
Antoine Buteau

Business Operations at Replit

🐝
Brandon Fluharty

Founder of Be Focused. Live Great.

☯️
Meghann Misiak

Founder of The Path to President’s Club

🎈
Ryan Paul Gibson

Founder of Content Lift

🔎
Jacob Gebrewold

Commercial Account Executive at Klue

😎
Sidney Waterfall

VP of Demand Generation at Refine Labs

🤓
Sam Kuehnle

VP of Demand Generation at Refine Labs

🚀
Andrew Miller

Senior Growth Product Manager at Monograph

💙
Darren McKee

Director of Growth at Wellthy

⛰️
Sean MacPherson

VP of Customer Success & Experience at Alyce

🌉
MJ Peters

VP of Marketing at CoLab Software

🌞
Patrick Coleman

VP of Growth at Replit

🌶️
Arthur Castillo

Senior Manager of Field Marketing & Community at Chili Piper

🤩
Leslie Venetz

Founder of Sales Team Builder

🎯
Stuart Balcombe

Product Marketer at Arrows

🤝
Jen Allen

Chief Evangelist at Challenger

🧠
Carl Ferreira

Director of Sales at Refine Labs

🧪
Mark Znutas

Vice President of GTM Strategy and Operations at Hubspot

Description

In this guide, you will learn mental models that can help you drive smart, customer-focused growth. Read now