Girish

You need to be more deliberate.

And the simple reason why that is so is that you don't have as many data points as you're moving up market.

You are going to get fewer conversations.

You need to make the most out of the conversations that come your way rather than just throwing experiments out there and seeing what sticks.

That usually doesn't work.

Right, so...

This can get really, really hard.

I know people talk a lot about talking to your customers, getting specific insights from them, and so on and so forth.

But I specifically recommend a book by April Dunford.

It's called Obviously Awesome.

Some of you might have already read this.

And if you haven't done that, you should really get to read the book.

And it gives you a specific set of steps about what you need to do as you're trying to get to a different market than what you're already at.

And the important bit over here is where you start from.

The point that you start from is competitiveness.

Alternatives.

What that means is, what is it that your customers, your upmarket customers are already doing today?

What are you competing with?

Are you competing with a spec sheet?

Are you competing with another competitor?