Get your first ten customers

No brand, no referrals, no budget. Work out who to talk to, what to say, and how to close.

4 steps, 16 questions underneath, read for how the best do it

1. 1
   Who you sell to

   Picking a customer worth chasing, and knowing early when a deal is not one.

   How do the best companies keep their ICP sharp as they grow instead of letting it blur into everyone? 4 → When is it right to move upmarket, and how do the companies that pull it off actually do it? 5 → How do the best companies replace ICP opinion with a scoring model built on their own data? 4 → We are opening a new market, the US or Southeast Asia or the Gulf. Do we carry the same ICP across or start again? 5 →
2. 2
   Positioning and messaging

   Making a buyer understand in one sentence why you exist and why you are the one to pick.

   How do the best B2B companies get positioning agreed when product, sales and the founders all disagree? 4 → We are an Indian company selling to global buyers. How do we position so that being from India reads as an asset rather than a question mark? 5 → A big share of our losses are to nobody at all. How do the best companies write and sell against doing nothing? 4 → We pivoted, but the market still knows us for the old thing. How do we reposition without losing the customers we already have? 5 →
3. 3
   Outbound that works

   Cold email, cold calls, LinkedIn, sequences and lists. How to start conversations with people who have never heard of you.

   What are the best outbound teams doing in 2026 that the rest of us are not? 4 → Enterprise CIOs say they find most vendors through outbound. What does great outbound into a big company look like? 4 → Signal-based selling replaced spray and pray. What does the best version of it actually look like? 4 → Who should I actually learn cold outbound from, and what do the very best do differently on a call? 4 →
4. 4
   Running a sales process and closing

   Discovery, demos, qualification, champions, procurement and the last mile to a signature.

   What separates the top ten percent of AEs from everyone else? 4 → How do the best teams sell into large Indian and global enterprises where procurement runs the show? 4 → How do I run win/loss properly, so that losing a deal actually teaches us something? 5 → AI is in every sales stack now. What does it actually change about discovery, demos and the deals we run? 4 →