General MotorsEducation Through
Example.
How we introduced 100,000+ startup founders to GM's developer ecosystem—by building something real, not running ads.
These founders came looking for startup frameworks and advice. They chose to explore the GM content because it was genuinely interesting—not because an ad interrupted them.
+ Mailing list activation: GM was featured in the welcome email to new subscribers and included in newsletters—reaching an additional 140k+ founders beyond page traffic.
Educate Startup Founders About GM's Developer Ecosystem
GM has a developer ecosystem that lets startups build apps for millions of vehicles running Android Automotive OS. The challenge? Most founders don't know it exists.
Traditional approach: Run ads saying "Build for GM vehicles!" But founders scroll past ads. They don't trust marketing speak.
Better approach: Show them by building something real. Let them see what's possible—then they come to you.
The Approach
Instead of ads, I built an actual app for their ecosystem, documented it, and created a permanent resource that educates by example.
Site-Wide Nav Placement
GM logo in navigation across every page of the site
Permanent placement next to site logo—visible on every page load
Dedicated Educational Resource
A permanent page that teaches founders about the GM ecosystem by showing a real example
Drive A GM? Your Startup Coach Is In The Car.
The entire audiobook of Starting A Startup: Build Something People Want is now free directly from your GM dashboard.
Content Worth Sharing
When you build something real, people want to talk about it
This wasn't a paid promotion. I posted about what I built. People shared it because it was interesting—a founder actually building for the GM ecosystem.
Note: GM chose not to sponsor or amplify. This is what happens when the content itself is the story.
Why Education Through Example Works
Founders don't trust ads. They trust proof. Show them what's possible and they'll come to you.
Traditional Developer Marketing
- • "Build for our platform!" ads
- • Documentation nobody reads
- • Conference booths
- • Developers scroll past
- • No proof it's worth their time
Education Through Example
- • Someone they trust builds on your platform
- • They see exactly what's possible
- • Real app, real distribution, real results
- • Story worth sharing organically
- • Proof that the platform works
100,000+ founders now know they can build apps that run natively in GM vehicles—because they saw one in action.
Want Results Like This?
Let's build an activation that creates genuine value—not just impressions.
Learn More