| Bloomberg | Enterprise | Direct sales | Bloomberg Sold the Delivery Date Before the Product Was Finished |
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| Postmates | Marketplace | Manual fulfillment | Postmates Changed the Marketplace After Users Asked for Anything |
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| Roam Research | Software | Community | Roam Built for Power Users Before It Built the Hype |
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| Robinhood | Consumer finance | Waitlist | Robinhood Made the Queue a Product |
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| Sketch | Software | Community | Sketch Let the Community Build the Last Mile |
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| Snapchat | Consumer app | Community | Snapchat Found the Audience After the Product Failed to Spread |
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| Udemy | Marketplace | Supply creation | Udemy Built the First Course Before Recruiting Instructors |
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| Wayfair | Commerce | Niche stores | Wayfair Turned Narrow Stores Into a Growth Portfolio |
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| Atlassian | Developer tools | Documentation | Atlassian Turned Documentation Into a Sales Wedge |
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| Calm | Consumer app | Acquisition product | Calm Built a Viral On-Ramp Before It Built the App |
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| Canva | Software | Narrow initial market | Canva Started With Yearbooks, Not Everyone |
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| Discord | Consumer app | Community | Discord Found Its First Users in the Game Communities It Served |
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| Etsy | Marketplace | Community | Etsy Borrowed Communities Before It Had a Marketplace |
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| Mixpanel | Software | Direct sales | Mixpanel Got Its First 100 Customers by Leaving the Office |
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| Morning Brew | Media | Campus distribution | Morning Brew Turned Campus Pitches Into a Distribution System |
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| Reddit | Consumer app | Supply creation | Reddit Had to Manufacture a Town Before It Had a Community |
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| Calendly | Software | Recipient experience | Calendly Made the Recipient the Growth Channel |
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| ConvertKit | Software | Migration service | ConvertKit Sold the Switch, Not Just the Software |
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| GitHub | Developer tools | Community | GitHub Gave the First User a Reason to Stay |
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| Zapier | Software | Existing requests | Zapier Started With Requests for Specific Integrations |
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| Uber | Marketplace | Direct recruitment | How Uber got its first customers |
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| Stripe | Developer tools | Hands-on installation | How Stripe recruited its earliest customers |
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| DoorDash | Marketplace | Manual fulfillment | The First 200 Orders Were the Product |
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| Tinder | Consumer app | Campus distribution | Tinder Used One Campus Channel Until the Loop Worked |
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| Zumper | Marketplace | Supply creation | Zumper Built the Supply Side First |
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| Shopify | Software | Community | Shopify Found Its First Product Demand in the Rails Community |
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| Notion | Software | Collaboration invitations | Notion Turned Flexibility Into a Distribution Loop |
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| Linear | Software | Founder network | Linear's First Users Came From Product Taste and Founder Network |
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| Airbnb | Marketplace | Event demand | Airbnb Tested a Market One Weekend at a Time |
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| PageFlows | Software | Existing audience | PageFlows Let Its Audience Find the Paid Wedge |
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| ClassPass | Marketplace | Product iteration | ClassPass Changed the Metric Until the Product Worked |
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| Product Hunt | Community | Community | Product Hunt Seeded Culture Before It Chased Scale |
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| Snackpass | Marketplace | Campus distribution | Snackpass Built Campus Density Before Broad Awareness |
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| Spotify | Consumer app | Product experience | Spotify Made Waiting Feel Worse Than Paying |
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| Stitch Fix | Commerce | Manual service | Stitch Fix Started With a Google Form |
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| Waze | Consumer app | Community | Waze Let a Tiny Group Build the Map |
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| Cash App | Consumer finance | Product iteration | Cash App Built a Startup Inside Square |
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| Cameo | Marketplace | Narrow activity | Cameo Found the Marketplace by Shrinking the Activity |
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| CarSwitch | Marketplace | Manual service | CarSwitch Launched the Marketplace Before It Could Build the Whole Platform |
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| Mid-Day Squares | Commerce | Founder content | Mid-Day Squares Made the Founders Part of the Product |
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| Nike | Commerce | Direct sales | Blue Ribbon Found Its First Customers at Track Meets |
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| Slice | Marketplace | Merchant outcomes | Slice Sold More Orders Before It Sold the Platform |
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| Toucan | Consumer app | Existing habits | Toucan Fit Language Learning Into the Habit People Already Had |
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| Barstool Sports | Media | Local distribution | Barstool Turned a Free Newspaper Into a Local Attention Business |
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| Instagram | Consumer app | Small launch cohort | A launch works better when scarcity and listening do different jobs |
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| Journify | Consumer app | Acquisition product | Build the smallest useful product before the product is ready |
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| Musical.ly / TikTok | Consumer app | Supply creation | Creator products need content liquidity before they need creator scale |
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| Doopoll | Software | Direct sales | An enterprise wedge can buy the time needed to find the product |
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| OnlyFans | Marketplace | Creator referrals | A marketplace referral program should reward the supply you need |
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