8x8 Vice President, Global Demand Generation • 1mo
If I were building a smaller company entering an established market, I'd stop competing on breadth and compete on sharpness. Incumbents win on awareness and budget; you win on speed, specificity, and obsession with a narrow ICP. Pick one wedge, one segment, one painful use case where incumbents are weakest, and become the obvious answer for that slice before expanding. From there, the cheapest high-leverage plays are founder-led content (LinkedIn, podcasts, POV writing), 3-5 pieces of "anchor co ...Read More
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