\\ 05 “It’s important to make it easy for the customer to say yes — e.g., a launch plan that does not create an overwhelming amount of work for your partner, the ability to tap into an existing budget, meaningful success metrics that can be evaluated rapidly. You need to figure out quickly what your customer cares about and pitch to that, while staying true to what your solution can actually deliver. One challenge is that it’s a very noisy marketplace, and getting customer attention can be hard. Best is a warm introduction — ideally from people in your network who are really willing to go to bat for you. That can make a world of difference.” — David Ebersman, CEO of Lyra Health Startups Serving The Enterprise