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- How does the team and its belief system need to evolve?

- What immediate pain do you solve?

Find the lowest person on the org chart who might have all four attributes of the end user, business owner, technology owner, and budget owner. Sacks describes this as the “lowest atomic unit in the enterprise”. Then, sell to that person.

Escaping the Wilderness Period and finally crossing the Penny Gap, requires clearly reverse-engineering your buyer and concisely answering the following questions about your product:

- Product positioning through category-creation

- Who exactly is the buyer?

- Building a strong sales organization

- What is the sales motion?

His lessons on the early days of Yammer provide a go-to-market playbook for early-stage B2B founders: