Intellectually understanding a concept like 'pull' is not enough. True learning occurs when you act on a strong opinion and are immediately shown why it is wrong. This "punch in the face" method is more effective for breaking ingrained habits than passive reading or lectures.
Founders instinctively resort to "push" tactics: adding features, refining sales pitches, and highlighting benefits. This approach often fails because it ignores the fundamental concept of "pull"—the underlying project or motivation a customer already has. Successful products are built around this existing pull, not by trying to create it.
Founders mistakenly pitch a logical case for their startup's viability. The winning pitch isn't about practicality; it's about presenting a massive, almost crazy vision that aligns with a VC's real motivation: the fear of missing out (FOMO) on the next massive company.
Even if your plan is to bootstrap, the market can dictate a different path. If your product achieves massive pull and growth accelerates beyond your cash flow, you may be forced to raise VC funding to keep up with demand, as seen with companies like WP Engine.
Don't pitch your business linearly from its current state. Instead, start with a "crazy" but compelling vision of total market disruption. Only after establishing this massive opportunity should you ground it in your current traction, before returning to the grand vision. This approach captures investor attention.
Gusto and Rippling both saw users struggling with old payroll systems. Gusto interpreted the customer's "pull" as a desire for a delightful experience. Rippling saw it as a desire for total automation. This subtle distinction in understanding the core customer need led to fundamentally different product architectures and business trajectories.