Simon Martelo

It’s critical to start with the right set of early customers to kick off all the self-reinforcing growth cycles we’ve discussed above. You have to start by knowing who your best early customers will be — for productivity/collaboration companies that’s often knowledge workers on remote and distributed teams, and often engineers.

Somewhat counterintuitively, also try looking at communities that are passionately dissatisfied with the status quo in your field or industry. It might be harder to state your case, but if you reach out to the right people, you can explain that your product is the one they have been waiting for in the market. They will be immediately and urgently m... See more