The emerging startup playbook

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

Early on, the way we approached our go-to-market was opposite of what most companies do, which is start with a super niche audience, find them, target them and expand to new markets

We started completely horizontal with a blank-slate product, and we got more and more narrow with our focus on landing customers over time. We started seeing organic ado

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Outside of the open web, email, and text, there isn’t a scaled D2C channel that is not controlled by a major platform. So the primary way that startups have to reach customers today is via paid acquisition. That’s why the question an investor asks today to a startup that is scaling is: where are you buying audience and what are your customer acqui

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The best models are ones that don't really rely much on paid acquisition. The best entrepreneurs have figured out hacks to get user demand at scale through a user proposition