Bottom-up sales

The talk explains when selling software to startups is a strong strategy and when it is a distraction from the customers who actually have the problem. Startups can be a useful first market when the product grows with them, helps a company reach a broader market, or creates a path into enterprise sales. But early startup customers may churn as their needs and buyers change, and selling to them does not remove the need to learn sales. Founders should identify which growth path they are pursuing and study companies that have succeeded with it.