Founders should be the ones doing sales in the beginning to learn how to effectively communicate with customers and understand their problems.

The first two hires in a startup should focus on sales and customer satisfaction, ensuring that the business can both sell its product and maintain happy customers.

Early-stage sales should focus on identifying ideal customers rather than trying to convince everyone to use the product.

Engaging with customers early can provide the momentum needed to refine your product and ensure it meets market demands.

As a founder, you need to sell yourself, especially when your product is still in development. Making potential customers feel valued and showing your commitment to their success can lead to stronger relationships.

Your first customers should be the easiest to acquire. Focus on simplifying the sales process and prioritize leads that are most likely to close, rather than trying to chase every potential lead.

Engaging early customers in the product design process fosters momentum and ensures that the product meets their needs, rather than relying solely on internal assumptions.

Startups should prioritize generating revenue as early as possible to ensure they can survive in uncertain conditions, which is a key aspect of being 'default alive'.

When advising founders, I emphasize the importance of building a framework to figure out how to do more sales faster, working backwards from sales goals to understand the necessary actions.