A portco asked me how to get more customer logo rights, and I thought the advice might be useful to other founders: Treat customer advocacy like a sales funnel, not a case-study ask. Company name → logo → quote → customer story → case study / joint announcement For your highest-profile users, start with the power users. Build the relationship, give them a reason to engage (founder access, roadmap input, early features, better support), then make the smallest ask first: “Can we list you as a customer?” You can also solve some of this in your terms of service. Slack grants itself customer name/logo rights in its terms; Front, Snowflake, Datadog, and HubSpot use versions of name/logo rights with an opt-out. I like the opt-out model: default rights to identify someone as a customer, but explicit approval for quotes, case studies, testimonials, or announcements. That said, for a marquee customer, I’d still ask before putting their logo on the homepage. The TOS is the backstop; the relationship is how you get the best logos. One tactical idea: rank your top 25 users by brand value × usage × likelihood of approval and have the founders personally work down the list. You may build a great logo wall surprisingly quickly and the conversations double as enterprise expansion.