Hell yes or rework the request

It's not a yes unless it's a hell yes. You really want enthusiastic consent. Not just, 'Maybe, kinda. I'll try. We'll see. But yeah, absolutely, let's do this.'

What would be a hell yes day for you where you could say, absolutely, we can deliver on that? That way we're not making them wrong for saying no. We're saying, 'Of course you get to say no. Everybody gets to say no whenever they want. But let's get to a hell yes. What would it take for us to get there?'

"Reps" refers to sales representatives - the first salespeople you hire for your startup.

Those first couple reps have to be people you would buy your own product from. That's it.