FROM HUSTLE TO SCALE

Around the midway point of the 2010s, things began to dramatically change for B2B technology start-ups. As disruptive technology and the internet became more mainstream, business models were changing, products became easier to build and deploy, and the number of tech companies touting "innovative" products increased dramatically. A great product was no longer sufficient. The pace of new innovations was accelerating, the volume of information available about these was skyrocketing and the amount of attention accessible from prospective customers was diminishing... Technology startups faced the challenge of letting the world know about their innovative products without clear knowledge of who the ideal customer is or how to grab their attention, which left it up to the prospective customers to figure out what your product or service is and how it could help them solve their business problems or enable opportunities... What you must understand about your target customer/market to move..