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Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Richard Potter, CEO and Co-Founder of Peak, an AI platform that has raised $118 Million in funding.
Here are the most interesting points from our conversation:
Richard's experience with Peak highlights the importance of educating potential customers about new technologies, especially when introducing groundbreaking concepts like AI. B2B tech founders should prioritize demystifying their technology and clearly demonstrating its value to foster early adoption.
The key to Peak's initial growth was the relentless pursuit of conversations with potential customers. Founders should adopt a strategy of continuous engagement, understanding that every discussion, even those that don't immediately lead to sales, is an opportunity to refine their pitch and identify early adopters.
Transitioning from selling to early adopters to appealing to the mainstream market requires a shift in approach. Focus on providing certainty of outcomes, robust comparisons, and comprehensive support to meet the expectations of more risk-averse mainstream buyers.
Richard emphasizes the philosophy of value selling, positioning products and services as pathways to a more optimal, sustainable, and exciting future for customers. Founders should anchor their go-to-market strategies around the tangible value their solutions offer, ensuring that this value proposition is clear and compelling.
Reflecting on Peak's fundraising journey, Richard suggests that founders should not shy away from sharing their most ambitious visions with investors. Even if your company is taking incremental steps, articulating a bold long-term vision can attract the right partners and potentially accelerate your company's development.