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How Jordan Crawford is using Claude Code to ship at 100x speed
Bad list, bad message, too slow. Here's how he's solving all three.
Jordan Crawford Believes the Personalization Playbook is Poison to AI GTM. Here’s What He Does Instead
Bad list, bad message, too slow. Here's how he's solving all three.
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For an exclusive offer to community members…
Jordan Crawford has been an advisor and investor in Clay since 2020, runs the Cannonball Substack with Doug Bell (a top-50 business Substack), and is one of the sharpest thinkers I know on targeting, messaging, and what it actually means to use AI in GTM. When I asked him to walk through a playbook that’s working, he told me he hates playbooks. Keep reading.
The Real Problem
In Jordan’s words, there are three fundamental problems with almost every GTM motion right now: bad list, bad message, and too slow. Most AI tools try to solve for speed. They make it faster to blast out the same bad message to the same bad list. Volume goes up. Results don’t.
The question Jordan is pushing teams to ask is different. If you had perfect information on your best-fit prospects, what would you actually say to them? And what problem unites them, what do they have in common? Claude Code is exceptional at figuring out how to find the data that identifies these customers are in the same pain, to help you make a list organized by pain, not personalization based on persona.
Not a Playbook. A Way of Working.
Playbooks used to matter because resources were scarce and plays took six months to launch. You picked one and committed. Now you can go from idea to live play in a week, sometimes days. The question is no longer which playbook to copy. It’s whether you have the vision to know what to build in the first place.
Here is how Jordan actually does it.
1. Get in and get over it.
Claude Code has a steep but short learning curve. You open the terminal, feel like it was not built for you, and you’re right. It was not created for you. Swallow that for a minute, then move on. The setup is three steps: install it, paste one command from the web, type “CD” and drag your working folder in, then type “Claude.” From there, ask it anything in plain English. You do not need to know how to code. If you don’t understand something, ask it to explain it differently. This is the only technology that can teach you how to use it.
2. Structure your context before you touch anything else.
Feed Claude Code who you are. Who you’re targeting, why it matters, who you’re not for, and most importantly, what data you have that no competitor can touch. That last question is where everything lives. Jordan gave the example of a company with billions of point-of-sale transactions that knows, by zip code, which products are selling, which are discounted, and where there is low inventory against high demand. That is not just an insight. It is a message a prospect would pay to receive.
3. Write for two message types only.
Almost everyone is writing neither of these. The first is the PQS, pain qualified segment. You describe their situation back to them without mentioning your product once. “I noticed you recently added two more pool cleaners to your routes. When companies go from one driver to three, managing routes gets complex fast. Have you found that to be the case?” You are talking about them, full stop.
The second is the PVP, permissionless value prop. A message so valuable the prospect would actually pay for it. “Do you charge $136 for a pool cleaning? You should. We looked at 50 pool cleaners in your zip code. That is the price where the most customers buy. We’ve seen it as low as $58 and as high as $258, but $136 is your number. Want to know how we know?” You would respond to that. So would your prospect.
4. Test outside your CRM first.
Do not try to operationalize this inside legacy systems with dirty data and misaligned territories. Build a motion completely separate from your existing stack. Strip out current customers. Run a two or three-rep pilot with one mandate: ship, test, iterate. Kill what doesn’t work. Scale what does. Then and only then push it through RevOps.
5. Let context compound.
Every time you open a new Claude Code session in your folder, it reads your history, what you have built, and what you are trying to do. It picks up where you left off. ChatGPT gets “drunker and drunker” the longer a session runs. Claude Code starts fresh every time but always remembers who you are.
Start here: export your Gong transcripts from the last 180 days, pull them locally, match them to your CRM, and ask Claude Code to surface 10 hypotheses about why you won and why you lost, and how you could have predicted each outcome from public data alone.
What This Changes
Jordan’s thesis is simple: AI cannot have the vision for you. It does not know your customer well enough. But once you can articulate what a perfect message to a perfect-fit account looks like, Claude Code can turn that imagination into action in hours, not months.
The bar for evaluating any AI tool, in his words, is to look at the message it produces. If it carries real value to the prospect, it’s working. If it sounds like every other cold email in their inbox, you are just scaling your mediocrity faster.
The companies that figure this out won’t win on volume. They’ll win because their list is their message, their targeting is their positioning, and they’re shipping new plays every week while everyone else is still debating which six-month playbook to copy.
- Jordan Crawford, Founder and Co-Host of Cannonball GTM
Want to learn from more Revenue Creators like Jordan? Join the RevGenius community and be part of the movement rewriting the GTM playbook.
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