Punching Above Your Weight: How Startups Win Over Enterprise Buyers

One of the topics I talk about in the book, which I think you also happened to post about this morning on the day we're recording, is what I call punching above your weight which is making your company appear to be a couple of years ahead of where it really is. And before I get into the examples, maybe we'll say why this is important because most startups are in a pickle because they're trying to sell to large enterprises. But large enterprises don't like buying from startup so you're screws, right? You need to sell to enterprise because you're building enterprise software. But what right minded enterprises going to buy from a small startup that might not even be there next year. So you've got to overcome that one. On the product side you've got to create all that boring enterprise great security and privacy compliance and nobody wants to talk about that but you have to do that. But then on the marketing side you can make your company appear to be much bigger and much farther ahead than it really is.