Lenny Rachitsky: recommendation

Transcript context

…layers you want to be targeting in landing that meeting, because if you go any further than that, you risk, they're not going to be able to communicate your storyline. It's a game of telephone, right? And now, you're learning from someone that is not near the budget or the executive discussions, which is super risky because now you're learning about user value, not executive value. And a $100,000 deal needs a executive sponsor to sign off on it, to allocate the budget and this is why you need to start at these two layers only. Wow. There's going to be fractals of questions and things to dig into with each of these steps. This is amazing. I love just how specific and tactical you're with all of these things. I'm going to try to summarize a couple of these tips and then I have a follow-up question. Okay, so tip one is go after either the execs. So in this case, it'd be general counsel, head of legal person or N minus one. Love the way of describing it, maybe a VP. You want to pitch them two or three sentences in a text or an email or at a conference. And the key is to focus on the alpha, what your product will unlock for them. Love that. And it sounds like they're still like a, "Here's the problem we solve for you, but here's really the alpha we unlock." Correct. Because for an executive to bring something in and be the sponsor and share this and disseminate this down their command, they need to stand behind something beyond, "Hey, we're going to alleviate the time it takes to do X activity." That's not big enough. They're like a founder too of their own business unit. You got to sell the vision. And what are these people going to ... How are they going to get to the next stage with their influence? Get more budget, get more people, however they want to define that.…

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