Getting Started

These are good resources to help with your first few enterprise sales.

Category Creation

  1. Can you explain to me like a five-year-old what problem you’re trying to solve?
  2. If your company solves this problem perfectly, what category are you in?
  3. If you win 85 percent of that category, what’s the size of your category potential?

πŸ“™ Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets


Pricing is hard and many companies need multiple attempts to get it right. Many founders also don’t spend a lot of thought on it, but it’s incredibly important because it is one of the variables that determine your growth trajectory. Higher prices means higher growth, not just because customers pay you more money for the same product, but also because you can re-invest more money into making your product even better. Below are some pointers on how to determine pricing for your product.

The acceptable price

Based on working with hundreds of companies, here’s what we’ve learned: An acceptable price is the price that people are super comfortable paying. No friction, they just love your pricing because it’s a steal. If you’re pricing for growth, maybe you can price in the acceptable area.

The expensive price

Expensive is the price that they would actually pay you, but they don’t like it. Neither do they hate it, but it’s the price usually that’s aligned with value.

The prohibitive price

The prohibitively expensive is the price that they’ll pretty much be laughing you out of the room. Asking that question gives you some sense of where you can actually be someday, but not at the moment

πŸ“ It’s Price Before Product. Period.


Enablement on current product differentiation

  • What problem does this solve?
  • Why is that worth solving? - business value
  • Why solve it in this way? - vs. the old way or a competing approach
  • Why solve it with us? - our differentiators as a company
  • Why solve it now? - what’s the compelling event? Aren’t competitors doing it too?