Six for February 17

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Problem Number One // Most founders I talk to share the same problem: getting in front of potential customers. Even when you’re just trying to learn about their problems (and not selling anything), it can be a real challenge to even find people to talk to. Jason Cohen lays out a bevy of tactics and techniques for landing impactful conversations before you have a brand. link

Thinking It Out // One of the most impactful mental transitions I’ve made in my career was a shift from output thinking to outcome thinking. Put simply, it’s about measuring success in terms of problems solved and metrics moved, as opposed to features shipped. One of my favorite thinkers and writers, Christina Wodtke, wrote a concise introduction to outcomes thinking. link

Model Behavior // Visualizing your business model is one of my favorite ways to figure out where to prioritize efforts, especially in the early days when you’re in an existential sprint to figure out user acquisition and conversion. Ben Yoskovitz lays out diagrams for numerous B2B models for you, and helps you figure out how to make the most out of diagramming your business. link

Offline & On-Site // It’s more complicated than just “B2B.” Businesses are made of people, and people have motivations, needs, and social cache. PlanGrid CEO Tracy Young explains how the company specifically targeted construction superintendents, who not only understood the pain their solution addressed but also had the influence and visibility to drive adoption within their organizations. There are lots of good nuggets in this deep dive on how PlanGrid successfully entered a crusty, non-tech industry. link

Communication Breakdown // Does your team have intentional communication patterns? Michael Heap wrote his take on how teams can make the best use of slack channels to share information and keep things organized. Whether you agree with Michael’s strategy or have your own, you should always be deliberate about how your team communicates; the only sin in communication strategies is not having one. link

No Productivity // Oliver Burkeman’s anti-productivity book, while ostensibly about our personal struggles to prioritize what we do with our lives, is one of my most recommended reads for startup founders and product managers. The techniques he lays out - embracing your finitude, realistic prioritization, the efficency trap - are especially true for product and team prioritization. link
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Six for Startups is compiled each week by me, Isaac Krasny. I’m a veteran startup product leader, founder, & CPO. I’m currently the product advisor for the GrowthCraft Startup Community and a coach and consultant helping guide founders to product-market fit.