Building Wiz: the fastest-growing startup in history | Raaz Herzberg (CMO and VP Product Strategy)

1. Embrace Failure & Imposter Syndrome

Embrace the possibility of failure and imposter syndrome, rather than letting it hinder action. Be okay with being “pretty sure you’ll fail” but still attempt new challenges, as this empowers you to grow and take opportunities.

2. Ask “I Don’t Understand”

Cultivate a culture where it’s safe to admit “I don’t understand” or ask for clarification, even if it feels vulnerable. This can uncover fundamental issues and lead to critical pivots or clearer understanding.

3. Seek Growth Through Friction

Seek out “friction” and challenges in areas where you are less confident, rather than solely focusing on strengths. Hard work and pushing through discomfort in new areas lead to greater growth and learning.

4. Conduct High Volume Customer Calls

Conduct a high volume of customer calls (e.g., 10-15 daily) in the early stages to rapidly discover what isn’t working and find genuine product-market fit. This intense interaction is crucial for early learning.

5. Look for Customer “Pull” Signals

Look for strong “pull” signals from customers indicating genuine interest and intent to commit, such as asking about pricing, wanting a Proof of Value (POV), or offering to connect you to their team. This shows real passion for the solution.

6. Don’t Mistake Polite Interest

Don’t mistake polite interest for deep enthusiasm or product-market fit. People are often incentivized to be nice; look for clear signals of intent to buy or commit, not just “sounds interesting.”

7. Seek Customer Commitment

Don’t be afraid to ask for commitment from potential customers, even by presenting hurdles like detailed questionnaires before a Proof of Value (POV). This ensures they genuinely want the product and are invested in the process.

8. Founders Do Early Sales

Founders and the core team should personally handle early sales (up to a couple of million ARR) to deeply understand the selling process and customer needs. This builds confidence for future sales hires and ensures the core team can execute end-to-end.

9. Follow Organizational “Heat”

Pay attention to where the “heat” (most critical challenges or opportunities) is within the organization as it evolves. Align your efforts and potentially your career path with these high-impact areas to drive the most value.

10. Embrace Marketing Experimentation

Treat marketing as an arena for rapid experimentation with low cost of failure, unlike product development. Try everything to make noise and stand out, as failed attempts have no lasting technical debt or maintenance.

11. Differentiate Brand & Messaging

Intentionally differentiate your brand and messaging to stand out, especially in crowded markets. Adopt a unique, positive, and optimistic approach rather than conforming to industry norms.

12. Deliver Crystal-Clear Product Messages

Product leaders must deliver crystal-clear, black-and-white messages about their product, avoiding fluff or blurriness. This clarity is crucial for marketing and sales teams to effectively bridge the gap between technical details and the broader market.

13. Provide “Dummy Explanations”

Always provide a “dummy explanation” for your product and market, assuming no prior knowledge from the audience. Avoid jargon and complex terminology to ensure messages are universally understandable, as customers don’t live in your company’s “bubble.”

14. Embrace Simplicity in Solutions

If a solution, product feature, or life problem feels too complex, it’s likely not the right solution. Take a step back and revisit it later to find a simpler, more elegant approach.

15. CMO Success Factors

For CMOs, cultivate deep trust with the founding team and possess a profound understanding of the product and market. Recognize the role’s diverse skill requirements, spanning performance marketing, brand, design, and events, which makes it inherently challenging.