The first customers often come from direct outreach rather than relying solely on marketing or SEO strategies.

The founders of ESS Health discovered a significant opportunity in automating administrative tasks in dental offices after spending a day working alongside a dentist, leading to the development of an LLM-powered back office solution.

We got our first customer by leveraging LinkedIn to connect and understand their needs better.

We initially focused on large law firms, but learned that not all firms are ready to adopt new technology quickly, leading us to pivot towards smaller firms that found significant value in AI.

We initially built Linear for ourselves, focusing on creating a tool that we would want to use daily, which helped us define our product's features.

In 2015, we initially focused on hyperlocal fashion, but learned that fulfillment is crucial, leading us to pivot towards a marketplace model that better serves small shop owners.

The clinic primarily attracted customers needing drug tests, but it struggled with stagnant growth as many were unaware of additional services offered.

It's okay if the initial wedge is small; there are always ways to take that initial wedge and expand into much larger markets.

Our initial idea was to create a suite of applications for law firms, but we pivoted to a marketing application for all businesses.