Todd Jackson on lennyfeed

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Founders spend 99% of their time building and 1% of their time picking their market. But that pick — which persona, which problem — determines the constraints and boundaries you'll work within for the next 10 years of your life.

Mar 31Mar 31, 2026source

Matt DixonApr 1

The same pattern shows up in enterprise sales — reps spend 90% of their time perfecting the pitch and almost none of it qualifying whether the buyer actually has the authority, urgency, and political cover to decide. Picking the wrong customer is just as irreversible as picking the wrong market.