A short excerpt from a Jason M. Lemkin YouTube talk advising founders to relentlessly remove friction from the customer acquisition process to scale their businesses. Key points: founders should underprice early to reduce barriers, avoid adding sales friction (e.g., requiring calls with reps) until revenue scales, and prioritize daily work on removing friction so deals close more easily.
And that's what you want to do until you're really big. You. And this is why we also underprice as founders, because you want to remove friction. We want every deal to close in the early days, don't we? We want every deal to close. And so your job as a founder, if you want to scale, if you want to reverse engineer things, your job, because no one else in your company will do this, your job is every day to relentlessly remove friction from your customer acquisition process. Remove friction and people added at scale. The classic one is contact me. You know, you go to a website, you're all excited to buy on your own, and I got to talk to a rep. Well, they. Yeah, there's a couple reasons. One reason is they've gotten to hundreds of millions in revenue and they actually want to add friction to the sales process. Right. But you don't want to do that until you're at tens of millions of revenue. You want to every day come into work, and if you can't do anything else on your company, remove friction.
