It’s a huge advantage to have a strong personal network in B2B, which you can also build by bringing on a connector investor or joining an incubator such as YC.
As you work from category 1 to 3, you usually have more leverage in 3 than 1. In general, however, most start-ups are negotiate from a low-leverage position
Flexport is a “hot swap” product, meaning it’s growth model is replacing existing, technologically-similar solutions in a low NPS industry. This means that their only moat is customer happiness