Greg Kogan — Positioning for Frontier Companies

You've worked your heart out building your startup.

I've worked with 100+ startups over the past 13 years and led growth and marketing at Pinecone from pre-seed to $1B+ valuation.

It was six months after my trek through the cloud forests of Peru when I learned I'm not supposed to hike in jeans.

After helping Pinecone go from an unknown pre-seed company to a household name in the AI space, I'm returning to independent consulting (and writing).

You know the nagging feeling that your product, project, or company has become more complicated than it needs to be?

“Wabl” is a principle I instill in my own and my team's work.

Being swamped — overwhelmed by stuff to do — is the default state of being within a startup.

Signups are a lousy measure of growth.

Everyone who joins my team is required to push something to production within three days.

Whether it was our first call or our hundredth, founders inevitably asked me whether they should market and sell their enterprise software to buyers/executives (top-down) or to users (bottom-up).

After consulting enterprise software startups on marketing for nearly eight years, I am joining Pinecone as VP of Marketing.

Making things look nice can take a long time, either due to lack of resources or abundance of opinions.

Product-led growth (PLG) accelerates the pace of growth just like DevOps accelerates the pace of product development and deployment.

In college, I took a self-defense class, taught by Sensei Flagg.

An unordered, ongoing list of tips and answers to questions about consulting, based on my experience as a startup marketing consultant since 2013.