Daniel Ek

Because I have that relationship.

But if I've never listened to you guys before, that one hook that gets me in, how many people in marketing you usually had.

And in early Spotify, we had eight people needed to have heard about Spotify before we were able to sign someone up.

Oh, interesting.

And so we realized that the geographical density in which that happened was actually a key sort of contributor and a timeline.

So much of our early marketing efforts were in college cities in the US.

You have like consumers who are probably more attuned to music being a big part of their life, small geographical areas.

So we kind of bombarded it.

We did a bunch of different things that were hugely successful.

Oh yeah, for sure.

We all believe that these like sort of internet companies that go global day one, that's like the right approach.

I actually think 99.9%, this is just untrue and false.

The entrepreneurs have to revise.

we all are benefited from constraining ourself to finding what our first audience is.

And it could be geographically niched.

It could be that it actually is, again, a subset of a demographic or whatever.

But more often than not, it's actually geography helps limiting yourself to a city, to a state, to a country, whatever it might be.

And so that was a huge part.

I can tell you definitively Spotify would not have been alive today had it not been that we couldn't launch in the US as our first market.

And if you ask me at the time, it was like a huge kind of step back to say, well, I can't launch in the most biggest market in the world.