It’s harder than ever to grow one.
There’s never been a more exciting time to build a new tech product.
Software continues to eat the world. AI is the next big leap for computing. The way we work has changed and you no longer need to live in Silicon Valley to build amazing technology.
All of this opens up opportunities all over the world to create great new products.
Yet great products don’t always win. Great teams don’t always win. And even great teams with great products don’t always win.
Today, more than ever, the king is the distribution — the ability land new customers into your product, and your business.
Sadly, distribution is harder than ever.
From clear to complex work
For the past decade, distributing tech products has been simple. Not easy, but simple.
We lived in a world with large untapped markets, underserved buyers, and few well-established GTM motions.
You could land new customers by following these steps:
That was it.
The playbooks prescribed everything from who to target and how to structure your funnel to what teams to have across what channels.
And so our execution was clear. We knew what we needed to do, and why.
In that kind of the world, the main differentiator is efficiency: how quickly and cheaply we can get work done.
But things have changed sharply.