Target desperate customers with no alternatives

If a customer has the ability to do something other than what you do to solve their problem, they won't be crazy enough to do business with a startup.

If you walked into a restaurant, they would tell you a bunch of things. They would say, 'Oh, labor schedule is an issue.' They would say, 'My rent is an issue.' But that doesn't actually get into their head on what's truly important day-to-day. The biggest thing people miss when they're building new products is the urgency of the buyer part of it.

What I mean by best customers is those that get a ton of value from your product as it exists today, pay obviously. They're happy. They're low maintenance. And very importantly, they signed up for your product recently enough that they remember what life was like before.

You need to be able to create needs rather than just discover them.