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- Generating repeatable and non-associated revenue (e.g. “crossing the penny gap”)

- What is the sales motion?

- Product positioning through category-creation

“A decade ago there was a really sharp divide between consumer and enterprise, these spaces were highly compartmentalized. We brought a lot of consumer thinking and consumer tactics to enterprise...Gradually over the last decade or so, the barriers have really come down, to the point where I think most founders see this consumerized approach as pro... See more

His lessons on the early days of Yammer provide a go-to-market playbook for early-stage B2B founders:

- Taking a consumer approach to enterprise

- Building a strong sales organization

Escaping the Wilderness Period and finally crossing the Penny Gap, requires clearly reverse-engineering your buyer and concisely answering the following questions about your product:

- Who exactly is the buyer?