Sometimes, you really CAN stay broad.

1) your time to an “aha moment” is basically instant

We all remember the first time trying ChatGPT. It was truly magic — without ZERO wait time. This makes word of mouth extremely powerful and bypasses the limitations of traditional sales and marketing.

2) you grow through a community

A huge part of Clay's success is their Slack channel, where users share best practices, cool new ideas, and interface directly with the company. This allows the company to stay relatively horizontal, exploring all sorts of new use cases that are shared by this passionate group of followers.

3) you grow from creators

If you search Notion on YouTube, you'll find hundreds of videos of people sharing how they use Notion for all different reasons — and these groups often have hundreds of thousands of views. With this type of free exposure, Notion can remain extremely flexible and defy any attempts at categorization.

4) you have a famous founder

What does Adam Neumann's new startup do? It's like... a town he bought or something? Does it even matter since his notoriety allowed him to raise $100m+ before building really anything???

5) you raised a bunch of money

Anthropic is going after everything under the sun. It helps that they also raised $60B.

——————-

But if your company…

1. has a slow time to value

(if there’s a “data ingestion” step or any amount of security reviews, this is you)

2. lacks a strong community to evangelize the use cases for you

3. has no one sharing viral videos about you online for free

4. has no famous founder

5. doesn’t have endless venture capital

…you will probably need to pick a prioritized segment.