Welcome to the Scale with Strive podcast, the place where you come to listen to some of the world’s most influential leaders of the SaaS industry. 🚀

I am your host, Adam Richardson and on today’s episode, I am excited to welcome Dave Joshua, Founder at Scale Gen AI, a Consultancy which helps Generative AI startups and creators move beyond founder-led growth with lean, AI-powered Go-To-Market (GTM) strategies.

Dave has spent 20+ years leading GTM, marketing, sales, and revenue strategy for AI companies, including Stability AI and other generative AI pioneers. His expertise covers, amongst other things:

✅ AI-Native GTM – Integrating AI-driven sales, marketing, and customer success

✅ Enterprise Monetization – API, platform, and direct sales strategies

✅ D2C/B2C Growth – Scaling acquisition, prosumer/consumer segmentation, and retention

✅ Strategic Hiring – Building lean, high-impact GTM teams that leverage AI

✅ Exit Strategy – Positioning for IPO, acquisition, or sustainable growth

Today, we focus in on all things Gen AI and some of my key takeaways from our conversation were:

💡The growth of the Gen AI space in the last three years and where investment has concentrated.

💡 GTM Strategies for Gen AI start-ups - including Proof of Concept, identifying ICP, product simplification and Customer Acquisition Costs.

💡 The future of the Gen AI space.


Let’s Dive in!

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Watch the episode on YouTube 🎥 – https://youtu.be/lUpb-mpt-EU

Connect with Dave here - https://www.linkedin.com/in/davejoshua/

Connect with Adam here - https://www.linkedin.com/in/saasheadhunter/

Learn more about Strive here - https://scalewithstrive.com/

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Chapters

00:00 Introduction to Generative AI and Dave's Background

02:58 The Current State of Generative AI

06:03 Investment Trends and Market Dynamics in Gen.AI

09:12 The Role of Investors and the Impact of OpenAI

11:59 Challenges in Go-to-Market Strategies for Gen.AI

15:02 Navigating the Gen.AI Landscape: Opportunities and Risks

23:15 Navigating Market Pivots

26:49 Understanding Revenue Models and Growth Challenges

30:22 The Importance of Product Management

34:49 Identifying Ideal Customer Profiles

38:27 Pricing Strategies and Revenue Predictions

43:25 Future Trends in the Generative AI Market