Can you provide perspective on best practices for products launching from smaller organizations where they are the small fish in a big pond?

Launching from a smaller organization can be challenging, but it also presents some unique opportunities. One of the greatest advantages of being at a smaller organization is the ability to leverage agility. You can pivot more quickly based on market feedback, which is a luxury that most larger orgs often don't have. Additionally, focusing on niche markets enables you to offer specialized solutions that big players can tend to overlook.

Building strong and authentic relationships with your customer base is also critical. Identify customer champions by engaging with early adopters, gathering their feedback, and turning them into your best advocates. At Zendesk, our customer luminaries program has been instrumental in building a loyal customer base that organically amplifies our message. This approach can be incredibly powerful for smaller orgs.