Identifying Early Customers (Earlyvangelists)

Key Insight

Early customers, termed 'earlyvangelists', are uniquely valuable to nascent startups despite the inherent risks of engaging with unproven products or businesses. These individuals possess a 'crazy' but beneficial enthusiasm for the product being developed, exhibiting deep emotional investment in solving the problem it addresses. Their response transcends mild agreement, becoming an urgent 'THAT IS THE WORST PART OF MY LIFE AND I WILL PAY YOU RIGHT NOW TO FIX IT,' indicating a critical need rather than just a perceived problem. This strong emotional connection is a crucial signal for identifying true early adopters.

In the enterprise sector, earlyvangelists are characterized by having an identifiable problem, knowing they have it, possessing the budget to solve it, and having likely already attempted makeshift solutions. They commit irrationally early, such as by allocating discretionary budget for a trial or advocating for an unproven technology against internal skepticism from management or legal teams. In the consumer market, these are the passionate fans who pre-order a product with only a duct-tape prototype, actively encourage friends to contribute, and diligently seek workarounds for the problem the product aims to solve, as exemplified by platforms like Kickstarter which facilitate early financial commitment.

Two key strategic takeaways emerge from understanding earlyvangelists. Firstly, individuals who demonstrate only mild emotional engagement are unlikely to become the initial, 'crazy' first customers; while they can remain on a prospect list, they should not be relied upon for the crucial first sale. Secondly, whenever profound emotional investment is observed, it is imperative to nurture that relationship. These rare, dedicated fans are vital for providing essential support during challenging times and securing the foundational first sales, which are critical for early-stage learning and validation, with revenue often being a secondary outcome.