There’s one factor entrepreneurs can all agree on: there is no such thing as a easy path to enterprise success. Beginning a enterprise is filled with good occasions, nice occasions, and plenty of robust occasions – or as Ben Horowitz put it, WFIO (we’re f*cked, it’s over) moments. 

Some individuals assume it’s essential have an ideal thought to start out a enterprise, however that’s not fairly true. In case you have a crew and a dedication, you may determine the remaining out alongside the way in which.

Making the leap

I had constructed SaaS firms earlier than in my profession, however G2 was totally different – and in some methods, more difficult. 

G2 began again in 2012 and our imaginative and prescient was to construct the “Yelp for enterprise software program”. At the moment, it was onerous for enterprise patrons to find us and it was approach too onerous to get shopper insights. 

At my earlier firm, it took 9 years to lastly get on a Gartner report and twelve years to develop into a frontrunner. I knew Gartner’s options slowed us down and, frankly, it felt unfair that there was a large moat I couldn’t cross for that lengthy. 

Most entrepreneurs don’t have 9 years to attend for validation. There was a requirement for one thing extra real-time, so we checked out what firms like Amazon have been doing with person evaluations and thought, “Let’s simply deliver that to B2B software program.” 

H2 Kickoff in Chicago, IL, August 2021

We launched our alpha website and handed out $5 Starbucks present playing cards at Dreamforce to encourage individuals to go away evaluations. Then we went again to our workplace and turned on Google Analytics. 

I watched because the variety of website customers slowly elevated. I even noticed one pop up in Austria and was thrilled to see we already gained momentum globally – till I spotted that person was my dad. However supportive dad and mom apart, our progress was evident and the proof of idea was being validated proper earlier than my eyes — a sense I’ll always remember.

Constructing a unicorn

In each trade and for each enterprise drawback, entrepreneurs are constructing much more purpose-built apps. The issue for patrons isn’t accessibility, however reasonably that it’s a loud panorama. 

We determined to be laser-focused on constructing out one software program class at a time to get issues going. It took three or 4 months simply to rank on Google and get repeat site visitors to make us related. Regardless of the setbacks, we persevered. 

My co-founder, Tim Handorf, even refused to get a haircut till we made income. It took about 9 months and by that point, we joked that he sort of seemed like Jesus (it actually wasn’t the most effective look on him). 

Series DG2 Collection D Funding announcement in Instances Sq., New York, NY, June 2021

The important thing to success is to scratch your personal itch and resolve an issue you actually care about. There shall be occasions while you assume, “Huge firms have extra assets than I do. Why can’t they simply construct what I’ve?” 

And there’s fact to that. Whereas a giant firm can put a crew of engineers on a mission,  it simply can’t compete with a founding crew constructing a passion-driven product. Huge firms don’t have the identical flexibility and live-or-die perspective as entrepreneurs. However keep in mind you don’t should do it alone. There’s plenty of co-opetition in tech. Discover your stability and search out the correct companions who will help help your objectives.

So I encourage you to not be intimidated by the massive guys. What you may have on them is agility, autonomy, and – better of all – nowhere to go however up.

The subsequent PEAK

Each time I discover myself between enterprise ventures, I really feel like I flatline. I miss the highs, the lows, and I even miss the WFIO moments. Entrepreneurship is concurrently invigorating and anxiety-inducing, however nothing beats the sensation of delight as you watch what you are promoting develop and succeed. 

G2 began with one software program class. Now we’re the world’s largest software program market with greater than 1.5 million evaluations. The platform I as soon as handed out Starbucks present playing cards for lately raised $157M in Collection D funding, giving us a $1.1 billion valuation. 

Ardour and dedication are what helped me attain my PEAK at G2. I can’t wait to see the way you attain yours. 


Irrespective of the trade or the scale of the enterprise, constructing a board of administrators is essential. Take a look at these 6 Classes Realized in Constructing Your Board as an Entrepreneur

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