The exchange of money for your product is the second most intimate thing you can do with someone else. It is also the only indication that you have a product worthy of pursuing.

Our first ten customers are not going to be achieved in a scalable way. We'll most likely need to prospect over 100 potential customers to get ten and spend some time watching our potential customers use your product. The main reason why this first part is not scalable is the fact that before you have a product, you're going to have to do some customer development by asking the right questions and when you do have a product, you're going to have to sit and watch how these customers interact with this product. You will make the most significant improvements to your product at this stage. You may even realize you need to build a different product.