One of the mistakes I made early on at @dock_us was trying to build for too many uses cases. I wanted to create a horizontal product for any type of business to business interaction from sales to recruiting to finance. But this proved to be an enormous challenge on many levels. 1) Customer feedback was all over the place - when went to talk to customers we heard such a drastic range of things to build. For example, recruiters wanted Dock to integrate with ATS systems, while sales teams wanted us to integrate with CRM systems. We couldn’t build both with our limited resources. 2) Product experience was too open ended - since we wanted to build a horizontal product, we tried to build a super flexible product experience. But this decision led to an activation issue for our customers. The product wan't tailored enough to actual solve for any one persona’s challenge 3) Hard to define our positioning - since we needed to speak to many different people, we had to create generic messaging that spoke to no one. 4) Difficult to gain GTM momentum - when running ads or sending emails or reaching out to folks on LinkedIn, we tried to go after too many personas. We weren’t able to create content that resonated, since we had too many goals. We spread ourselves thin across personas which limited the amount of organic word of mouth growth. Everything changed in our business when we decided to focus. Today, Dock focuses on helping revenue teams collaborate with customers. We have three core uses: sales deal room, customer onboarding, and client portals. This niche works for Dock since all these use cases are interconnected. The sales deal room leads into the customer onboarding plan which ends up as a client portal. Our product matches the natural progression of the customer journey. Everything is focused around a company’s most most important relationship - the customer. Once we made this shift our growth started to take off and everything became easier. We’ve been able to build a more valuable product and our sales/marketing efforts have become way more straightforward. Focus is the key to growth.