What is the Product the Customer Buys Before They Buy Yours?

the customer isn’t purchasing just one solution to solve their needs. The typical mid-market company purchases 137 SaaS products, and the figure grows 30% annually. Companies collect tremendous amounts of software, and they layer it on top of one another to ascend a Maslow’s hierarchy of software needs until they reach actualization.

Which is the rung of the software ladder immediately beneath yours? Whatever it is, those are the companies to partner with, develop technical integrations to accelerate adoption, co-sell and generally go-to-market alongside.

After a prospect has adopted the software rung below yours, their eyes will rise to yours


This is one of the many passages I read in books and articles on a daily basis. They span many disciplines, including art, artificial intelligence, automation, behavioral economics, cloud computing, cognitive psychology, enterprise management, finance, leadership, marketing, neuroscience, startups, and venture capital.

I occasionally add a personal note to them.

The whole collection is available here.