Ambition kills too many startup! Sounds counterintuitive but it’s what happens when you don’t separate your company vision from your product pitch. Too many founders pitch their grand vision to customers. This raises expectations in a way that is almost impossible to meet early on. @simonrohrbach , Co-founder & CEO of @plainsupport (ex-Head of Design at @Deliveroo / @plainsupport has raised >$20M from Index and Battery), learned this the hard way. @plainsupport began as “API-first customer support” - think “Stripe for support”. Zendesk and Intercom comparisons followed and they discovered it’s the slowest, most expensive way to validate anything. Two lonely years later, they rebuilt the story, the wedge, and the category. What changed? They significantly narrowed down their scope to customer support for developer tools. And all the sudden, things started to click. If you’re wrestling with over-broad positioning - or wondering how to move from platform promise to a cash-earning wedge- this episode is a masterclass in cutting scope, finding signal, and owning a category before it exists. Amongst others, you’ll learn: • The language tweak that shrinks your competition overnight • The two objections that signal your pitch is too big • The exact customer phrase that proves you have a wedge • How to set a Day-1 table-stakes floor you can actually ship For more, check out our conversation on the focal podcast and subscribe to my Substack (LINK IN COMMENTS)