Ted Glasnow

Within that overarching context, I think about this market as progressing in waves. We're on the tail end of wave one—wave one being this big resurgence, rebranding, or emergence of plant proteins.

a good wedge:

1. Is narrow and focused—solves a very specic problem, for a specic group, extremely well2. Builds momentum—can be sold quickly and keeps customers coming back3. Naturally extends into a much bigger opportunity—more product, more revenue,more users4. Avoids competition—the whole point is to give you an easier path5. Is hard to... See more

A CMO is unnecessary until after Series B

it's hard, as Salesforce, to re-architect your entire platform to be built on top of this notion of a cloud data warehouse, especially when all these other vendors have already built tools on top of your own platform. I'm not sure how you go from point A to point B there. 

A wedge seems most essential when you’re going after a market that is (1) entrenched or (2) crowded. When it’s hard to break in head-on.

[The Shopify app Store is] just not a great place to do distribution anymore. If you go on today, you’ll see Facebook and Google at the top, which doesn’t make sense if you want to improve app discoverability.

Sunil thinks a phone call to action in Google ads is a very effective tactic for high-dollar purchase (route ad audience to a call center to field leads)