I had a very aggressive rule of thumb in my first company when it came to getting our first customers:
“I’d rather have 90% of our prospects hate us and 10% love us so much that they become our customer forever, rather than having double the amount of customers that find us average.”
This unconventional approach was a hit with my team back when I was a passionate, hyped-up 25-year-old founder.
We even had a no-suit policy to weed out those who couldn’t handle our laid-back style. “Sorry, but you are not professional enough for us,” a potential client would say, and bam, we’d know they weren’t a fit.
Years later, with a slightly improved wardrobe (thanks to my fashion-forward wife), my core philosophy remains unchanged: pinpointing the right first customers is crucial.
It’s about deciding who you let through the door, who you build relationships with, and who sets the tone for everyone who follows.
What is a foundational customer
A foundational customer to me is not just the first customer that happens to walk through the door.
It is the first customer that you decide to LET through the door, serve in the way you believe all subsequent customers should be served and build a relationship with.
Based on that first customer you and your team will:
⁃ Shape your routines and operational processes accordingly,
⁃ Create a fitting culture of service
⁃ Find more customers that are similar to the ones you approved of
There are many parallels with your first hires in your team, one of them being that if your first hires are not an exact representation of the company you want to build, it will likely not work out.
Finding Foundational Customers Proactively
Recently, a close contact referred me to a potential partner in Rotterdam, thinking they might sponsor our Superconnectors summit.
This was mostly because of our shared values and emphasis on ‘paying it forward.’
This proactive search through your network is more about quality and alignment than random selection.
Why It Matters
Your network isn’t just a list of contacts; it’s built around YOU—your beliefs, passions, and values. These relationships are maintained because of a fundamental connection.
When you need a referral, your network will likely know exactly who matches your criteria. And the best foundational customers?
They’re the ones who share a similar worldview with you.
This philosophy isn’t just about making sales; it’s about building a company on the foundation of shared values and vision.
And that, my friend, is something truly sustainable.
