✍️ Essay
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Intermediate
Written for exactly the founder-market moment you are in: a developer or junior employee uses your product, someone above them controls the budget. Ritter's point that power does not automatically sit with whoever holds the credit card is a useful correction if you assume the org chart tells you who to sell to. Short, concrete, and free.
How to Sell if Your User is not the Buyer
From Founder Labs (Substack) by Nate Ritter
- In smaller, faster-moving companies, the user often has real influence over the buying decision because their time is the constraint
- In larger companies, security and compliance concentrate power back with leadership, away from the daily user
- Arm your user-champions with business-language materials so they can sell upward on your behalf
