Knowledge Systems: The New GTM Stack — Jeffrey Wang, Exa
Exa co-founder argues AI startups must engineer GTM as rigorously as product.
“you just kind of have to do both. Like I think you have to get product right and you have to get go to market right.”
Jeffrey Wang, co-founder of Exa (a web search engine for AI agents powering Cursor and Cognition), frames go-to-market strategy as an engineering discipline rather than a purely sales/marketing function. His core argument is that neither great product nor great distribution alone is sufficient — both must be executed well. The talk is aimed at technical founders who default to pure product-building and neglect distribution.