Welcome to First to Market

Weekly playbooks for educating markets and scaling $0-$100M growth in emerging categories.

Each Friday I analyze how recognizable companies succeed in unfamiliar territory then extract the tactical frameworks that you can use immediately.

The Approach

This newsletter attempts to extract universal principles. Each breakdown give you:

• The Challenge: The specific growth problem that a company faced

• The Execution: What they actually did (with receipts)

• The Framework: The universal principle you can apply

• The Takeaways: Immediately actionable steps

• Video Version: In case you also consume content while washing dishes

Who This Is For

I write with marketers and founding teams in mind, but the frameworks apply to anyone building in emerging markets or categories.

You’ll find this useful if you’re:

• Creating demand where none exists

• Educating skeptical buyers about new solutions

• Competing against “doing nothing” instead of competitors

• Explaining something people don’t yet understand they need

• Building trust in markets where beliefs are entrenched

Whether you’re launching a B2B product, positioning a service, or entering an emerging market, the principles are the same: market education beats traditional marketing when categories are new.

About Me

I’m Andrew Garberson, Head of Marketing at Recurrent, the industry standard for EV analytics.

I’ve spent 15 years building growth strategies in emerging categories—B2B SaaS, consumer tech, and clean tech. I’ve learned (sometimes the hard way) that the tactics that work in mature markets call crush you in new ones.

First to Market is where I document what actually works when markets don’t exist yet.