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Same Tech, 50 Playbooks: The U.S. GTM Trap
Owen Drury
June 11, 2025 • Estimated Reading Time: 11 minutes
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INDUSTRY INSIGHTS
Same Tech, 50 Playbooks: The U.S. GTM Trap
When we first started Bricks & Bytes, we always had our eyes on the construction podcasting space.
There was this one podcast - Construction Brothers which came up time and time again. And according to our knowledge of this space, it was THE number one podcast in construction.
3.5 years later, we managed to connect with Tyler (oneof the founders), who is now building FieldProof. We had an interesting discussion with Tyler about media etc in the AEC space. But most interestingly was his insight on bringing tech to this industry.
With this, today, we are delighted to be sharing a post from Tyler on how companies outside of the U.S. can successfully adapt their GTM to suit the various different states.
Let’s dive in.
TL;DR: Want to Scale Construction Tech in the U.S.? Read This First
Bringing your product to the U.S.? Don’t treat it like one market.
🇺🇸 50 states = 50 GTM strategies
👷♂️ Labor unions can block adoption — especially in states like CA, NY, IL
📸 Real-world example: even taking photos was union-restricted on-site
🛠️ What works in Texas might flop in Illinois
📍 Nail your entry state with: Urgency, Access, Credibility, Leverage
Start small. Win local. Then scale smart.
50 States. 50 GTM Strategies.
If you’re considering bringing a construction technology product to the U.S., here’s a common trap: treating the United States like a single, unified market.
It’s not.
The U.S. has 50 different GTM strategies wrapped in one flag, and for construction tech, state-specific factors can make or break your rollout.
One of the most underestimated variables? Labor unions.
Unions aren’t just a footnote in your market analysis; they’re the gatekeepers to adoption in many states. Whether your product automates workflows, monitors job sites, or streamlines safety compliance, union dynamics can determine how it’s received… or even used.
Unions Can Make or Break Your Launch
In heavily unionized states like New York, Illinois, and California, labor organizations significantly influence job site operations, safety standards, and tech adoption.
Here’s an example of what I saw firsthand.
We were on-site at a Mechanical Contractor’s fabrication shop in California to collect some imagery for a project. Nothing invasive. But as soon as we arrived, we were told:
“Do not show faces. We could get into a lawsuit with the union.”
That hit hard. It revealed how serious union oversight can be.
Imagine you’re building an AI-powered safety platform that relies on cameras to track job site compliance and worker behavior. A product like that might work perfectly in Arizona or Georgia…
But in that shop in California? No chance.
That local union wouldn’t even allow images, let alone full-time oversight.
That’s a launch-killer if you’re not ready for it.
Same Product, Different Playbook
A rollout strategy that works in Texas might stall completely in Illinois. Why?
Right-to-work states (Texas) tend to have faster adoption cycles and fewer institutional hurdles.
Union-dense regions (Illinois) may need stakeholder education, political navigation, and grassroots relationship building.
Even city-level regulations can throw a wrench into deployment plans.
You’re not just launching a product; you’re stepping into a complex, decentralized system of regional norms, labor dynamics, and compliance chasms.
That’s why a state-by-state GTM lens isn’t optional; it’s foundational.
Start Small, Win Big
The fastest way to lose in the U.S. is to try winning all 50 states at once.
Instead, find your entry point state—a region where:
Your product solves a real urgent pain for that small market.
There’s low union resistance
You can access early adopters who talk to each other
Try this quick Go-To-Market Check:
Urgency:
Where is the pain sharpest?
Which state has professionals already losing sleep over the problem you solve?
Access:
Where do you have a head start? This could be through partners, pilot customers, or boots-on-the-ground relationships.
Credibility:
Where could one solid case study unlock doors in nearby regions or similar markets?
Leverage:
Will a win here prove your value to others like it? (“If it worked in Chicago, it can work in Philly.”)
If you nail your entry point, you won’t just get traction… You’ll get momentum.
Building a GTM strategy for the U.S. construction market will take more than just answering those questions, but it will put you on the right path. The U.S. is too fragmented for a one-size-fits-all approach. But with the right lens and partners, you can build a GTM strategy that respects regional realities and drives national momentum.
If you are thinking of scaling into the U.S.? Connect with Tyle & Fieldproof below:
Book a discovery call — https://www.fieldproof.io/
Connect with Tyler on LinkedIn
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