Definition
Hero section
The first screen a visitor sees on a website.
From the episode “I Built a $120K Business in 60 Minutes with Claude Code (Live, No Edits)”Hear it on the podcast1 episode
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Related terms in Growth, Sales & Marketing
GTM (Go to Market)The overall strategy for taking a product to customers.GTM EngineerA 2026 way of saying a technical, tool-stacking salesperson who builds repeatable revenue machines.GTN (Go-To-Network)The Swarm's category. Treating your collective network as a distinct go-to-market channel.HelpdeskSoftware that captures, routes, and resolves support requests from employees or customers. Unthread is one built natively inside Slack.High Consideration B2CA category of consumer purchase that requires significant thought, research, and time before commitment — mortgages, insurance, real estate, and education. These industries are ideal for AI voice agent deployment.Highlight Reel ModelKevin's framework for differentiating listening modes: full episodes for favorites, AI DJ highlights for everything else — analogous to watching a sports match in full versus catching highlights for games you couldn't prioritize.ICP (Ideal Customer Profile)Ideal customer profile.ICP Channel MatchThe principle that the channels used to distribute content and outreach must match where the target customer actually spends their attention - not where the founder is most comfortable or where other founders are most visible. A failure of ICP channel match is one of the most common early GTM mistakes: a B2B founder posts exclusively on LinkedIn because that is where they network with other founders, but their actual buyers (restaurant owners, tradespeople, local business operators) are on Facebook, Instagram, or industry-specific forums. Christian Wiens's validation of Loman's initial product came from a single post in a small business Facebook group - three restaurant owners responded within 30 minutes. LinkedIn would have reached other founders who were impressed; Facebook reached paying customers.