16 January 2026
Startup Growth
Scaling from 10 to 100 Customers
Ten customers means you have a flicker of product-market fit. Getting to a hundred feels like it should be more of the same, and it is not.
Gerard explains why the jump from 10 to 100 is not about a broader net, it is about a sharper spear. The repeatable engine is built by layering micro-niches: pick one segment, build a dedicated landing page, hone the message, test with small spend, then move to the next.
Do that enough times and the patterns emerge. The holistic message that scales is discovered in the trenches, not designed up front.