🔆 Daily reflection: Growing your installed base - the full essay

Hi Reader, Over the past weeks, I wrote 11 parts of a long-form essay about growing the customers you already have. Today I published the final version. Here are some of the key takeaways: When something new comes up in their business, your customers often don't think of you, and you never hear about the deal you lost. That's because customers still hold the version of you they bought years ago. Your installed base isn't one group; often there are at least four, and each needs a different...