{"version":"1.0.0","segments":[{"speaker":"Matt Wolach","startTime":10.5,"endTime":13.14,"body":"So many businesses"},{"speaker":"Matt Wolach","startTime":10.5,"endTime":13.14,"body":"that come to me for help. When"},{"speaker":"Matt Wolach","startTime":13.14,"endTime":16.02,"body":"we start to dive in and look at"},{"speaker":"Matt Wolach","startTime":13.14,"endTime":16.02,"body":"what's really going on, I"},{"speaker":"Matt Wolach","startTime":16.02,"endTime":19.14,"body":"learned that they actually don't"},{"speaker":"Matt Wolach","startTime":16.02,"endTime":19.14,"body":"truly know their customer. They"},{"speaker":"Matt Wolach","startTime":19.14,"endTime":21.72,"body":"haven't figured out their ICP,"},{"speaker":"Matt Wolach","startTime":19.14,"endTime":21.72,"body":"their ideal customer profile,"},{"speaker":"Matt Wolach","startTime":21.75,"endTime":24.48,"body":"and they don't understand how to"},{"speaker":"Matt Wolach","startTime":21.75,"endTime":24.48,"body":"work with them, how to target"},{"speaker":"Matt Wolach","startTime":24.48,"endTime":29.04,"body":"them how to sell to them, Niclas"},{"speaker":"Matt Wolach","startTime":24.48,"endTime":29.04,"body":"Lilja, he's he came in and I"},{"speaker":"Matt Wolach","startTime":29.04,"endTime":31.53,"body":"really liked what he had to say,"},{"speaker":"Matt Wolach","startTime":29.04,"endTime":31.53,"body":"because he talked about his own"},{"speaker":"Matt Wolach","startTime":31.53,"endTime":34.56,"body":"product union, which is great."},{"speaker":"Matt Wolach","startTime":31.53,"endTime":34.56,"body":"It does subscription management,"},{"speaker":"Matt Wolach","startTime":34.56,"endTime":36.72,"body":"billing, invoicing, that sort of"},{"speaker":"Matt Wolach","startTime":34.56,"endTime":36.72,"body":"stuff to plug it right hand. But"},{"speaker":"Matt Wolach","startTime":36.72,"endTime":40.65,"body":"it's also really interesting"},{"speaker":"Matt Wolach","startTime":36.72,"endTime":40.65,"body":"that he focused intently on"},{"speaker":"Matt Wolach","startTime":40.65,"endTime":44.07,"body":"making sure that they're ICP was"},{"speaker":"Matt Wolach","startTime":40.65,"endTime":44.07,"body":"dialed in. And in fact, they"},{"speaker":"Matt Wolach","startTime":44.07,"endTime":47.25,"body":"have six different factors. And"},{"speaker":"Matt Wolach","startTime":44.07,"endTime":47.25,"body":"even if somebody is five out of"},{"speaker":"Matt Wolach","startTime":47.25,"endTime":50.49,"body":"six, they won't take them as a"},{"speaker":"Matt Wolach","startTime":47.25,"endTime":50.49,"body":"prospect, because they know it's"},{"speaker":"Matt Wolach","startTime":50.49,"endTime":53.76,"body":"going to take longer to sell,"},{"speaker":"Matt Wolach","startTime":50.49,"endTime":53.76,"body":"it's going to take more effort"},{"speaker":"Matt Wolach","startTime":53.76,"endTime":56.1,"body":"once they get started. And they"},{"speaker":"Matt Wolach","startTime":53.76,"endTime":56.1,"body":"probably won't even like the"},{"speaker":"Matt Wolach","startTime":56.1,"endTime":58.2,"body":"product, and they'll tell"},{"speaker":"Matt Wolach","startTime":56.1,"endTime":58.2,"body":"everybody, it's terrible. That's"},{"speaker":"Matt Wolach","startTime":58.2,"endTime":61.53,"body":"not a good result. So he goes"},{"speaker":"Matt Wolach","startTime":58.2,"endTime":61.53,"body":"into detail about what they did"},{"speaker":"Matt Wolach","startTime":61.53,"endTime":65.31,"body":"to identify the ICP and how they"},{"speaker":"Matt Wolach","startTime":61.53,"endTime":65.31,"body":"made sure that they stuck to it,"},{"speaker":"Matt Wolach","startTime":65.34,"endTime":67.98,"body":"I think it's really important"},{"speaker":"Matt Wolach","startTime":65.34,"endTime":67.98,"body":"for you to see and he even has"},{"speaker":"Matt Wolach","startTime":67.98,"endTime":72.3,"body":"made drastic changes in his"},{"speaker":"Matt Wolach","startTime":67.98,"endTime":72.3,"body":"life, to focus on this ICP, like"},{"speaker":"Matt Wolach","startTime":72.3,"endTime":76.62,"body":"moving from Sweden to us and not"},{"speaker":"Matt Wolach","startTime":72.3,"endTime":76.62,"body":"even just him. His entire"},{"speaker":"Matt Wolach","startTime":76.62,"endTime":80.58,"body":"family. He moved from Sweden to"},{"speaker":"Matt Wolach","startTime":76.62,"endTime":80.58,"body":"the US. So really cool stuff"},{"speaker":"Matt Wolach","startTime":80.58,"endTime":83.73,"body":"here. I think you should take a"},{"speaker":"Matt Wolach","startTime":80.58,"endTime":83.73,"body":"look ICP. Get it."},{"speaker":"Intro/ Outro","startTime":84.62,"endTime":87.86,"body":"Welcome to Scale"},{"speaker":"Intro/ Outro","startTime":84.62,"endTime":87.86,"body":"Your SaaS, the podcast that"},{"speaker":"Intro/ Outro","startTime":87.86,"endTime":90.98,"body":"gives you proven techniques and"},{"speaker":"Intro/ Outro","startTime":87.86,"endTime":90.98,"body":"formulas for boosting your"},{"speaker":"Intro/ Outro","startTime":90.98,"endTime":94.94,"body":"revenue and achieving your dream"},{"speaker":"Intro/ Outro","startTime":90.98,"endTime":94.94,"body":"exit brought to you by a guy"},{"speaker":"Intro/ Outro","startTime":94.94,"endTime":99.8,"body":"who's done just that multiple"},{"speaker":"Intro/ Outro","startTime":94.94,"endTime":99.8,"body":"times. Here's your host, Matt"},{"speaker":"Intro/ Outro","startTime":99.83,"endTime":100.31,"body":"Wolach,"},{"speaker":"Matt Wolach","startTime":100.73,"endTime":103.55,"body":"and welcome to"},{"speaker":"Matt Wolach","startTime":100.73,"endTime":103.55,"body":"Scale Your SaaS really glad to"},{"speaker":"Matt Wolach","startTime":103.55,"endTime":105.98,"body":"have you here. Thank you very"},{"speaker":"Matt Wolach","startTime":103.55,"endTime":105.98,"body":"much for coming. Make sure"},{"speaker":"Matt Wolach","startTime":105.98,"endTime":108.71,"body":"you're subscribed to the show."},{"speaker":"Matt Wolach","startTime":105.98,"endTime":108.71,"body":"That way, you're gonna get all"},{"speaker":"Matt Wolach","startTime":108.71,"endTime":112.79,"body":"of the best tips, tricks,"},{"speaker":"Matt Wolach","startTime":108.71,"endTime":112.79,"body":"formulas and methods for scaling"},{"speaker":"Matt Wolach","startTime":112.79,"endTime":115.37,"body":"your SAS, you're listening to"},{"speaker":"Matt Wolach","startTime":112.79,"endTime":115.37,"body":"experts who have done it before."},{"speaker":"Matt Wolach","startTime":115.55,"endTime":118.64,"body":"So you can take it and apply the"},{"speaker":"Matt Wolach","startTime":115.55,"endTime":118.64,"body":"same thing yourself. And I am"},{"speaker":"Matt Wolach","startTime":118.64,"endTime":121.79,"body":"really, really looking forward"},{"speaker":"Matt Wolach","startTime":118.64,"endTime":121.79,"body":"today. I've got Nicholas Lily on"},{"speaker":"Matt Wolach","startTime":121.79,"endTime":123.98,"body":"the on the line here like"},{"speaker":"Matt Wolach","startTime":121.79,"endTime":123.98,"body":"Nicholas, how you doing?"},{"speaker":"Niclas Lilja","startTime":125.09,"endTime":128.96,"body":"Great. Great to be"},{"speaker":"Niclas Lilja","startTime":125.09,"endTime":128.96,"body":"here. I'm so yeah, I was just,"},{"speaker":"Niclas Lilja","startTime":129.05,"endTime":132.2,"body":"we were just talking pre show."},{"speaker":"Niclas Lilja","startTime":129.05,"endTime":132.2,"body":"And this guy is awesome. I"},{"speaker":"Niclas Lilja","startTime":132.2,"endTime":135.92,"body":"really enjoy what he's got to"},{"speaker":"Niclas Lilja","startTime":132.2,"endTime":135.92,"body":"say. And he's just a good guy."},{"speaker":"Niclas Lilja","startTime":135.92,"endTime":138.35,"body":"I'm just really looking forward"},{"speaker":"Niclas Lilja","startTime":135.92,"endTime":138.35,"body":"to today. So Nicholas, let me"},{"speaker":"Niclas Lilja","startTime":138.35,"endTime":140.99,"body":"make sure everybody knows who"},{"speaker":"Niclas Lilja","startTime":138.35,"endTime":140.99,"body":"you are. So we can get"},{"speaker":"Niclas Lilja","startTime":140.99,"endTime":144.47,"body":"everything ready for today. So"},{"speaker":"Niclas Lilja","startTime":140.99,"endTime":144.47,"body":"Nicholas, he's the founder and"},{"speaker":"Niclas Lilja","startTime":144.47,"endTime":148.46,"body":"CEO of Younium, and he has"},{"speaker":"Niclas Lilja","startTime":144.47,"endTime":148.46,"body":"extensive experience from the IT"},{"speaker":"Niclas Lilja","startTime":148.46,"endTime":151.07,"body":"and SaaS industry has more than"},{"speaker":"Niclas Lilja","startTime":148.46,"endTime":151.07,"body":"15 years of successfully"},{"speaker":"Niclas Lilja","startTime":151.07,"endTime":155.18,"body":"managing companies in scale. He"},{"speaker":"Niclas Lilja","startTime":151.07,"endTime":155.18,"body":"founded Younium in 2017, because"},{"speaker":"Niclas Lilja","startTime":155.18,"endTime":159.05,"body":"of the demand in the market for"},{"speaker":"Niclas Lilja","startTime":155.18,"endTime":159.05,"body":"a robust cloud app that can"},{"speaker":"Niclas Lilja","startTime":159.05,"endTime":162.44,"body":"handle advanced B2B Customer"},{"speaker":"Niclas Lilja","startTime":159.05,"endTime":162.44,"body":"subscriptions and manage the"},{"speaker":"Niclas Lilja","startTime":162.44,"endTime":165.41,"body":"financials behind them. And"},{"speaker":"Niclas Lilja","startTime":162.44,"endTime":165.41,"body":"that's what union does, it"},{"speaker":"Niclas Lilja","startTime":165.41,"endTime":169.13,"body":"streamlines subscription"},{"speaker":"Niclas Lilja","startTime":165.41,"endTime":169.13,"body":"management, invoicing, billing,"},{"speaker":"Niclas Lilja","startTime":169.13,"endTime":172.52,"body":"financial reporting, data"},{"speaker":"Niclas Lilja","startTime":169.13,"endTime":172.52,"body":"insights, it enables growing"},{"speaker":"Niclas Lilja","startTime":172.52,"endTime":176.18,"body":"businesses to have full control"},{"speaker":"Niclas Lilja","startTime":172.52,"endTime":176.18,"body":"of their subscriptions, and more"},{"speaker":"Niclas Lilja","startTime":176.21,"endTime":180.62,"body":"easily implement scalable"},{"speaker":"Niclas Lilja","startTime":176.21,"endTime":180.62,"body":"processes. Harnessing more"},{"speaker":"Niclas Lilja","startTime":180.62,"endTime":183.65,"body":"accurate metrics, super cool"},{"speaker":"Niclas Lilja","startTime":180.62,"endTime":183.65,"body":"stuff, what they're doing,"},{"speaker":"Niclas Lilja","startTime":183.8,"endTime":187.28,"body":"Nicholas once again, thanks for"},{"speaker":"Niclas Lilja","startTime":183.8,"endTime":187.28,"body":"coming on the show. Thank you"},{"speaker":"Niclas Lilja","startTime":187.31,"endTime":188.3,"body":"What introduction?"},{"speaker":"Niclas Lilja","startTime":189.63,"endTime":193.86,"body":"Sounds like we're gonna talk a"},{"speaker":"Niclas Lilja","startTime":189.63,"endTime":193.86,"body":"lot of interesting things for"},{"speaker":"Niclas Lilja","startTime":193.89,"endTime":194.94,"body":"the source community."},{"speaker":"Matt Wolach","startTime":195.72,"endTime":197.37,"body":"Oh, definitely."},{"speaker":"Matt Wolach","startTime":195.72,"endTime":197.37,"body":"Interesting. Definitely"},{"speaker":"Matt Wolach","startTime":197.37,"endTime":200.28,"body":"important stuff. Before we get"},{"speaker":"Matt Wolach","startTime":197.37,"endTime":200.28,"body":"into all that, though, I want to"},{"speaker":"Matt Wolach","startTime":200.28,"endTime":203.19,"body":"know what's been going up with"},{"speaker":"Matt Wolach","startTime":200.28,"endTime":203.19,"body":"you lately. And you know, what's"},{"speaker":"Matt Wolach","startTime":203.19,"endTime":204.9,"body":"coming up for you in the in the"},{"speaker":"Matt Wolach","startTime":203.19,"endTime":204.9,"body":"near future?"},{"speaker":"Niclas Lilja","startTime":206.22,"endTime":209.91,"body":"Yeah. So I would"},{"speaker":"Niclas Lilja","startTime":206.22,"endTime":209.91,"body":"say recently, what has really"},{"speaker":"Niclas Lilja","startTime":209.91,"endTime":215.4,"body":"dominated my life has been"},{"speaker":"Niclas Lilja","startTime":209.91,"endTime":215.4,"body":"relocating to the US as part of"},{"speaker":"Niclas Lilja","startTime":215.4,"endTime":220.98,"body":"strengthening our North American"},{"speaker":"Niclas Lilja","startTime":215.4,"endTime":220.98,"body":"business. So I got to"},{"speaker":"Niclas Lilja","startTime":221.91,"endTime":226.29,"body":"Philadelphia around"},{"speaker":"Niclas Lilja","startTime":221.91,"endTime":226.29,"body":"Thanksgiving. So it's been a"},{"speaker":"Niclas Lilja","startTime":226.29,"endTime":232.71,"body":"couple of months. Welcome,"},{"speaker":"Niclas Lilja","startTime":226.29,"endTime":232.71,"body":"humble. Getting to a new country"},{"speaker":"Niclas Lilja","startTime":232.71,"endTime":236.85,"body":"and understanding, okay, so you"},{"speaker":"Niclas Lilja","startTime":232.71,"endTime":236.85,"body":"have a lot of things in place"},{"speaker":"Niclas Lilja","startTime":236.91,"endTime":239.34,"body":"where you're born, where you're"},{"speaker":"Niclas Lilja","startTime":236.91,"endTime":239.34,"body":"raised, you know, where your"},{"speaker":"Niclas Lilja","startTime":239.34,"endTime":242.7,"body":"parents helped you and all that."},{"speaker":"Niclas Lilja","startTime":239.34,"endTime":242.7,"body":"And all sudden, you have to sort"},{"speaker":"Niclas Lilja","startTime":242.7,"endTime":247.8,"body":"of re structure everything. So"},{"speaker":"Niclas Lilja","startTime":242.7,"endTime":247.8,"body":"makes you really humble. I"},{"speaker":"Niclas Lilja","startTime":247.98,"endTime":248.76,"body":"realized that,"},{"speaker":"Matt Wolach","startTime":249.42,"endTime":251.91,"body":"I totally get it. I"},{"speaker":"Matt Wolach","startTime":249.42,"endTime":251.91,"body":"totally know what you're talking"},{"speaker":"Matt Wolach","startTime":251.91,"endTime":255.66,"body":"about. So my family and I, we"},{"speaker":"Matt Wolach","startTime":251.91,"endTime":255.66,"body":"lived in France this past"},{"speaker":"Matt Wolach","startTime":255.66,"endTime":258.99,"body":"summer. And we just decided,"},{"speaker":"Matt Wolach","startTime":255.66,"endTime":258.99,"body":"well, first of all, in Arizona,"},{"speaker":"Matt Wolach","startTime":258.99,"endTime":262.02,"body":"where I live normally it's very"},{"speaker":"Matt Wolach","startTime":258.99,"endTime":262.02,"body":"hot in the summer. And so we're"},{"speaker":"Matt Wolach","startTime":262.02,"endTime":264.81,"body":"like, Let's spend our summers"},{"speaker":"Matt Wolach","startTime":262.02,"endTime":264.81,"body":"somewhere else. And so we rented"},{"speaker":"Matt Wolach","startTime":264.81,"endTime":268.11,"body":"a house in France and just"},{"speaker":"Matt Wolach","startTime":264.81,"endTime":268.11,"body":"regular stuff that you would"},{"speaker":"Matt Wolach","startTime":268.11,"endTime":272.16,"body":"think is basic. We were lost on"},{"speaker":"Matt Wolach","startTime":268.11,"endTime":272.16,"body":"we went to the grocery store."},{"speaker":"Matt Wolach","startTime":272.43,"endTime":276.57,"body":"And at the grocery store, you"},{"speaker":"Matt Wolach","startTime":272.43,"endTime":276.57,"body":"have to put a coin in to get a"},{"speaker":"Matt Wolach","startTime":276.57,"endTime":279.99,"body":"shopping cart, and you put the"},{"speaker":"Matt Wolach","startTime":276.57,"endTime":279.99,"body":"coin in. And so we went up. We"},{"speaker":"Matt Wolach","startTime":279.99,"endTime":282.9,"body":"didn't know that because there's"},{"speaker":"Matt Wolach","startTime":279.99,"endTime":282.9,"body":"just a tiny little slot on the"},{"speaker":"Matt Wolach","startTime":282.9,"endTime":285.84,"body":"shopping cart. We went over to"},{"speaker":"Matt Wolach","startTime":282.9,"endTime":285.84,"body":"get the shopping cart out. And"},{"speaker":"Matt Wolach","startTime":285.84,"endTime":288.9,"body":"it wasn't coming out of the"},{"speaker":"Matt Wolach","startTime":285.84,"endTime":288.9,"body":"stack of shopping carts were"},{"speaker":"Matt Wolach","startTime":288.9,"endTime":291.81,"body":"like what is going on. So we"},{"speaker":"Matt Wolach","startTime":288.9,"endTime":291.81,"body":"just walked in without a"},{"speaker":"Matt Wolach","startTime":291.81,"endTime":294.57,"body":"shopping cart. was the only"},{"speaker":"Matt Wolach","startTime":291.81,"endTime":294.57,"body":"people shopping I was like how"},{"speaker":"Matt Wolach","startTime":294.57,"endTime":297.84,"body":"did they get the shopping and we"},{"speaker":"Matt Wolach","startTime":294.57,"endTime":297.84,"body":"eventually figured out you put a"},{"speaker":"Matt Wolach","startTime":297.84,"endTime":300.63,"body":"little coin in and then you get"},{"speaker":"Matt Wolach","startTime":297.84,"endTime":300.63,"body":"the shop hoping to ride out. And"},{"speaker":"Matt Wolach","startTime":300.63,"endTime":303.63,"body":"at the end, when you return the"},{"speaker":"Matt Wolach","startTime":300.63,"endTime":303.63,"body":"car, you get your little coin"},{"speaker":"Matt Wolach","startTime":303.63,"endTime":309.24,"body":"back. Little tiny things like"},{"speaker":"Matt Wolach","startTime":303.63,"endTime":309.24,"body":"that are just small enough that"},{"speaker":"Matt Wolach","startTime":309.24,"endTime":310.71,"body":"it makes it uncomfortable,"},{"speaker":"Matt Wolach","startTime":309.24,"endTime":310.71,"body":"right?"},{"speaker":"Niclas Lilja","startTime":311.34,"endTime":315.03,"body":"Yeah. And I think"},{"speaker":"Niclas Lilja","startTime":311.34,"endTime":315.03,"body":"you sort of when all the small"},{"speaker":"Niclas Lilja","startTime":315.03,"endTime":318.45,"body":"things are something you have to"},{"speaker":"Niclas Lilja","startTime":315.03,"endTime":318.45,"body":"sort of explore and discover and"},{"speaker":"Niclas Lilja","startTime":318.45,"endTime":322.77,"body":"figure it out. You get really,"},{"speaker":"Niclas Lilja","startTime":318.45,"endTime":322.77,"body":"really tired. Right? I've never"},{"speaker":"Niclas Lilja","startTime":322.77,"endTime":329.19,"body":"slept so good. Evening, like in"},{"speaker":"Niclas Lilja","startTime":322.77,"endTime":329.19,"body":"December. So yeah, I guess as I"},{"speaker":"Niclas Lilja","startTime":329.19,"endTime":332.46,"body":"said, like, it makes you humble."},{"speaker":"Niclas Lilja","startTime":329.19,"endTime":332.46,"body":"And, you know, also perhaps good"},{"speaker":"Niclas Lilja","startTime":332.46,"endTime":336.27,"body":"that you sort of have to rethink"},{"speaker":"Niclas Lilja","startTime":332.46,"endTime":336.27,"body":"and rewire some things as well."},{"speaker":"Niclas Lilja","startTime":336.75,"endTime":342.84,"body":"So it's a chance to sort of"},{"speaker":"Niclas Lilja","startTime":336.75,"endTime":342.84,"body":"think new, so that that's, yeah,"},{"speaker":"Niclas Lilja","startTime":342.87,"endTime":346.71,"body":"that's been a major part. So now"},{"speaker":"Niclas Lilja","startTime":342.87,"endTime":346.71,"body":"I sort of transitioning a bit"},{"speaker":"Niclas Lilja","startTime":346.71,"endTime":350.46,"body":"from that and more into like,"},{"speaker":"Niclas Lilja","startTime":346.71,"endTime":350.46,"body":"Okay, what to do now what to do"},{"speaker":"Niclas Lilja","startTime":350.46,"endTime":358.41,"body":"next, then, you know, just"},{"speaker":"Niclas Lilja","startTime":350.46,"endTime":358.41,"body":"getting up and going, of course,"},{"speaker":"Niclas Lilja","startTime":358.41,"endTime":359.91,"body":"having some fun with my family"},{"speaker":"Niclas Lilja","startTime":358.41,"endTime":359.91,"body":"as well."},{"speaker":"Matt Wolach","startTime":360.45,"endTime":363.33,"body":"I love that. I love"},{"speaker":"Matt Wolach","startTime":360.45,"endTime":363.33,"body":"it. Well, tell me, how did you"},{"speaker":"Matt Wolach","startTime":363.33,"endTime":365.82,"body":"come up with the idea for you"},{"speaker":"Matt Wolach","startTime":363.33,"endTime":365.82,"body":"and your mom want to hear about"},{"speaker":"Matt Wolach","startTime":365.82,"endTime":366.39,"body":"that story?"},{"speaker":"Niclas Lilja","startTime":366.69,"endTime":371.1,"body":"Yeah. I think"},{"speaker":"Niclas Lilja","startTime":366.69,"endTime":371.1,"body":"there's actually two parts to"},{"speaker":"Niclas Lilja","startTime":371.1,"endTime":377.19,"body":"that. I think one was the fact"},{"speaker":"Niclas Lilja","startTime":371.1,"endTime":377.19,"body":"that I was very actively"},{"speaker":"Niclas Lilja","startTime":377.19,"endTime":382.53,"body":"looking. So I'd been with"},{"speaker":"Niclas Lilja","startTime":377.19,"endTime":382.53,"body":"another company for around like,"},{"speaker":"Niclas Lilja","startTime":382.56,"endTime":386.19,"body":"11 years, 12 years, something"},{"speaker":"Niclas Lilja","startTime":382.56,"endTime":386.19,"body":"like that. And I, it was sort of"},{"speaker":"Niclas Lilja","startTime":386.19,"endTime":388.95,"body":"a trainee program, I felt like"},{"speaker":"Niclas Lilja","startTime":386.19,"endTime":388.95,"body":"in the end, because I did a lot"},{"speaker":"Niclas Lilja","startTime":388.95,"endTime":392.76,"body":"of different things, I learned a"},{"speaker":"Niclas Lilja","startTime":388.95,"endTime":392.76,"body":"lot. But at some point, they"},{"speaker":"Niclas Lilja","startTime":392.76,"endTime":396.66,"body":"sort of, you know, I didn't"},{"speaker":"Niclas Lilja","startTime":392.76,"endTime":396.66,"body":"learn as much. And I felt a bit"},{"speaker":"Niclas Lilja","startTime":396.66,"endTime":399.48,"body":"like I was the grumpy old man"},{"speaker":"Niclas Lilja","startTime":396.66,"endTime":399.48,"body":"who just said, Oh, done that,"},{"speaker":"Niclas Lilja","startTime":399.51,"endTime":402.87,"body":"try that, that doesn't work. And"},{"speaker":"Niclas Lilja","startTime":399.51,"endTime":402.87,"body":"I felt like, I really don't want"},{"speaker":"Niclas Lilja","startTime":402.87,"endTime":408.03,"body":"to be this person. So so I"},{"speaker":"Niclas Lilja","startTime":402.87,"endTime":408.03,"body":"figured that, I better start"},{"speaker":"Niclas Lilja","startTime":408.03,"endTime":412.62,"body":"something. But then you need an"},{"speaker":"Niclas Lilja","startTime":408.03,"endTime":412.62,"body":"ID, right. So I think I was"},{"speaker":"Niclas Lilja","startTime":412.65,"endTime":416.19,"body":"quite, you know, actively"},{"speaker":"Niclas Lilja","startTime":412.65,"endTime":416.19,"body":"looking for that. And it took me"},{"speaker":"Niclas Lilja","startTime":416.22,"endTime":419.79,"body":"quite some time as well. But"},{"speaker":"Niclas Lilja","startTime":416.22,"endTime":419.79,"body":"then at the same company,"},{"speaker":"Niclas Lilja","startTime":419.79,"endTime":423.09,"body":"actually, I was because we"},{"speaker":"Niclas Lilja","startTime":419.79,"endTime":423.09,"body":"transition from, you know,"},{"speaker":"Niclas Lilja","startTime":423.09,"endTime":425.88,"body":"selling software back in the"},{"speaker":"Niclas Lilja","startTime":423.09,"endTime":425.88,"body":"days, you know, like, perpetual"},{"speaker":"Niclas Lilja","startTime":426.18,"endTime":430.08,"body":"licenses and installations and"},{"speaker":"Niclas Lilja","startTime":426.18,"endTime":430.08,"body":"all that. And so done the whole"},{"speaker":"Niclas Lilja","startTime":430.08,"endTime":433.41,"body":"transformation into cloud"},{"speaker":"Niclas Lilja","startTime":430.08,"endTime":433.41,"body":"system, and, you know, setting"},{"speaker":"Niclas Lilja","startTime":433.41,"endTime":437.46,"body":"on a subscription basis and all"},{"speaker":"Niclas Lilja","startTime":433.41,"endTime":437.46,"body":"that. But we're quite late on"},{"speaker":"Niclas Lilja","startTime":437.46,"endTime":441.09,"body":"actually taking care of"},{"speaker":"Niclas Lilja","startTime":437.46,"endTime":441.09,"body":"subscription data. So during"},{"speaker":"Niclas Lilja","startTime":441.09,"endTime":445.2,"body":"implantation of a system for"},{"speaker":"Niclas Lilja","startTime":441.09,"endTime":445.2,"body":"that, and just figure like a,"},{"speaker":"Niclas Lilja","startTime":445.71,"endTime":450.66,"body":"this seems to be like, I mean,"},{"speaker":"Niclas Lilja","startTime":445.71,"endTime":450.66,"body":"it's a very acute problem, it's"},{"speaker":"Niclas Lilja","startTime":450.66,"endTime":455.67,"body":"definitely there. But I didn't"},{"speaker":"Niclas Lilja","startTime":450.66,"endTime":455.67,"body":"really feel comfortable that"},{"speaker":"Niclas Lilja","startTime":455.76,"endTime":461.22,"body":"all, like ask the subscription"},{"speaker":"Niclas Lilja","startTime":455.76,"endTime":461.22,"body":"businesses or born on the cloud,"},{"speaker":"Niclas Lilja","startTime":461.25,"endTime":464.46,"body":"or born with the subscriptions"},{"speaker":"Niclas Lilja","startTime":461.25,"endTime":464.46,"body":"are born, you know, like,"},{"speaker":"Niclas Lilja","startTime":464.49,"endTime":471.0,"body":"perfect. And I felt that was,"},{"speaker":"Niclas Lilja","startTime":464.49,"endTime":471.0,"body":"when I looked around for the"},{"speaker":"Niclas Lilja","startTime":471.03,"endTime":473.88,"body":"existence systems, that was sort"},{"speaker":"Niclas Lilja","startTime":471.03,"endTime":473.88,"body":"of the feeling I got, like,"},{"speaker":"Niclas Lilja","startTime":473.88,"endTime":479.61,"body":"Okay, this is if you're perfect."},{"speaker":"Niclas Lilja","startTime":473.88,"endTime":479.61,"body":"And I've had, like, I've never"},{"speaker":"Niclas Lilja","startTime":479.61,"endTime":483.78,"body":"seen perfect, you know, it's"},{"speaker":"Niclas Lilja","startTime":479.61,"endTime":483.78,"body":"anything. So, you know, you have"},{"speaker":"Niclas Lilja","startTime":483.78,"endTime":487.68,"body":"all the legacy, you have all the"},{"speaker":"Niclas Lilja","startTime":483.78,"endTime":487.68,"body":"variations and all that. So, so"},{"speaker":"Niclas Lilja","startTime":487.68,"endTime":491.1,"body":"I just figured, like, maybe, you"},{"speaker":"Niclas Lilja","startTime":487.68,"endTime":491.1,"body":"know, maybe this is what I've"},{"speaker":"Niclas Lilja","startTime":491.1,"endTime":495.57,"body":"been looking for. And it also"},{"speaker":"Niclas Lilja","startTime":491.1,"endTime":495.57,"body":"felt like, you know, a domain"},{"speaker":"Niclas Lilja","startTime":495.6,"endTime":503.88,"body":"that I understood fairly well."},{"speaker":"Niclas Lilja","startTime":495.6,"endTime":503.88,"body":"So, yeah, that was sort of like,"},{"speaker":"Niclas Lilja","startTime":503.88,"endTime":507.36,"body":"okay, those two things got"},{"speaker":"Niclas Lilja","startTime":503.88,"endTime":507.36,"body":"together, and they felt like,"},{"speaker":"Niclas Lilja","startTime":507.36,"endTime":512.67,"body":"Okay, I don't have to do a lot"},{"speaker":"Niclas Lilja","startTime":507.36,"endTime":512.67,"body":"of research. Quite well knew"},{"speaker":"Niclas Lilja","startTime":512.67,"endTime":521.52,"body":"what I wanted what I saw in"},{"speaker":"Niclas Lilja","startTime":512.67,"endTime":521.52,"body":"front of me. So I contacted a"},{"speaker":"Niclas Lilja","startTime":521.52,"endTime":525.51,"body":"few former colleagues, and we"},{"speaker":"Niclas Lilja","startTime":521.52,"endTime":525.51,"body":"got together and talked about"},{"speaker":"Niclas Lilja","startTime":525.51,"endTime":531.81,"body":"it, and basically decided to get"},{"speaker":"Niclas Lilja","startTime":525.51,"endTime":531.81,"body":"going, I think, maybe I'm"},{"speaker":"Niclas Lilja","startTime":531.81,"endTime":535.83,"body":"missing out on a few details"},{"speaker":"Niclas Lilja","startTime":531.81,"endTime":535.83,"body":"here. But that's, like how I"},{"speaker":"Niclas Lilja","startTime":535.83,"endTime":541.68,"body":"remember it. That it was like,"},{"speaker":"Niclas Lilja","startTime":535.83,"endTime":541.68,"body":"quite a long period. So looking"},{"speaker":"Niclas Lilja","startTime":541.68,"endTime":547.41,"body":"for an ID, or 10, quite quick,"},{"speaker":"Niclas Lilja","startTime":541.68,"endTime":547.41,"body":"sort of executing, once the ID"},{"speaker":"Niclas Lilja","startTime":547.41,"endTime":548.01,"body":"was there."},{"speaker":"Matt Wolach","startTime":548.64,"endTime":551.31,"body":"What What were some"},{"speaker":"Matt Wolach","startTime":548.64,"endTime":551.31,"body":"of those things that, you know,"},{"speaker":"Matt Wolach","startTime":551.31,"endTime":554.46,"body":"businesses, you said they"},{"speaker":"Matt Wolach","startTime":551.31,"endTime":554.46,"body":"weren't so perfect on their, on"},{"speaker":"Matt Wolach","startTime":554.46,"endTime":556.83,"body":"their subscriptions, on their"},{"speaker":"Matt Wolach","startTime":554.46,"endTime":556.83,"body":"billing? What were some of those"},{"speaker":"Matt Wolach","startTime":556.83,"endTime":560.13,"body":"things that made you say, Whoa,"},{"speaker":"Matt Wolach","startTime":556.83,"endTime":560.13,"body":"these, these have got to be"},{"speaker":"Matt Wolach","startTime":560.13,"endTime":561.51,"body":"fixed, there's got to be a"},{"speaker":"Matt Wolach","startTime":560.13,"endTime":561.51,"body":"better way."},{"speaker":"Niclas Lilja","startTime":565.02,"endTime":569.04,"body":"But, you know, it"},{"speaker":"Niclas Lilja","startTime":565.02,"endTime":569.04,"body":"was like, you go to a website,"},{"speaker":"Niclas Lilja","startTime":569.04,"endTime":573.09,"body":"and you see all the perfect"},{"speaker":"Niclas Lilja","startTime":569.04,"endTime":573.09,"body":"price plans, right for software,"},{"speaker":"Niclas Lilja","startTime":573.39,"endTime":579.09,"body":"and source services. And it"},{"speaker":"Niclas Lilja","startTime":573.39,"endTime":579.09,"body":"looks really neat and great. But"},{"speaker":"Niclas Lilja","startTime":579.09,"endTime":582.78,"body":"in reality, you had also the"},{"speaker":"Niclas Lilja","startTime":579.09,"endTime":582.78,"body":"previous 100 iterations of those"},{"speaker":"Niclas Lilja","startTime":582.78,"endTime":586.83,"body":"plans that were you know, both"},{"speaker":"Niclas Lilja","startTime":582.78,"endTime":586.83,"body":"good and bad. And probably"},{"speaker":"Niclas Lilja","startTime":586.83,"endTime":589.38,"body":"there's a reason why you had"},{"speaker":"Niclas Lilja","startTime":586.83,"endTime":589.38,"body":"previous 100 iterations and now"},{"speaker":"Niclas Lilja","startTime":589.38,"endTime":591.39,"body":"you have the 101st. Right,"},{"speaker":"Niclas Lilja","startTime":589.38,"endTime":591.39,"body":"because they weren't good"},{"speaker":"Niclas Lilja","startTime":591.39,"endTime":594.72,"body":"enough. So you have all these"},{"speaker":"Niclas Lilja","startTime":591.39,"endTime":594.72,"body":"variations, and sort of take"},{"speaker":"Niclas Lilja","startTime":594.72,"endTime":599.19,"body":"care of that, I think was one"},{"speaker":"Niclas Lilja","startTime":594.72,"endTime":599.19,"body":"thing was like, very good at"},{"speaker":"Niclas Lilja","startTime":599.19,"endTime":604.8,"body":"sort of, you know, If everything"},{"speaker":"Niclas Lilja","startTime":599.19,"endTime":604.8,"body":"goes right, but what happens if"},{"speaker":"Niclas Lilja","startTime":604.8,"endTime":608.97,"body":"something goes wrong? Like you"},{"speaker":"Niclas Lilja","startTime":604.8,"endTime":608.97,"body":"don't deliver like you should to"},{"speaker":"Niclas Lilja","startTime":608.97,"endTime":612.99,"body":"the customer, and they should"},{"speaker":"Niclas Lilja","startTime":608.97,"endTime":612.99,"body":"get something in return? How do"},{"speaker":"Niclas Lilja","startTime":612.99,"endTime":617.73,"body":"you deal with that, and sort of"},{"speaker":"Niclas Lilja","startTime":612.99,"endTime":617.73,"body":"not only the, the"},{"speaker":"Niclas Lilja","startTime":617.85,"endTime":621.57,"body":"straightforward case, but also"},{"speaker":"Niclas Lilja","startTime":617.85,"endTime":621.57,"body":"how to deal with as I sorted"},{"speaker":"Niclas Lilja","startTime":621.57,"endTime":630.0,"body":"reality with which wasn't that"},{"speaker":"Niclas Lilja","startTime":621.57,"endTime":630.0,"body":"perfect. Also, like, just a lot"},{"speaker":"Niclas Lilja","startTime":630.0,"endTime":633.69,"body":"of details, maybe, you know, you"},{"speaker":"Niclas Lilja","startTime":630.0,"endTime":633.69,"body":"have your own software, you have"},{"speaker":"Niclas Lilja","startTime":633.69,"endTime":636.96,"body":"your own IPR, but maybe it also"},{"speaker":"Niclas Lilja","startTime":633.69,"endTime":636.96,"body":"breeds selling something, how to"},{"speaker":"Niclas Lilja","startTime":636.96,"endTime":643.29,"body":"deal with that. Maybe it's not"},{"speaker":"Niclas Lilja","startTime":636.96,"endTime":643.29,"body":"only, you know, a click on a"},{"speaker":"Niclas Lilja","startTime":643.29,"endTime":645.81,"body":"button, and everything's"},{"speaker":"Niclas Lilja","startTime":643.29,"endTime":645.81,"body":"working, right. Maybe you need"},{"speaker":"Niclas Lilja","startTime":645.81,"endTime":648.87,"body":"some professional services, how"},{"speaker":"Niclas Lilja","startTime":645.81,"endTime":648.87,"body":"to work with that. And you know,"},{"speaker":"Niclas Lilja","startTime":648.87,"endTime":656.52,"body":"it was like, a bit exaggerated,"},{"speaker":"Niclas Lilja","startTime":648.87,"endTime":656.52,"body":"but it felt a bit like, go to"},{"speaker":"Niclas Lilja","startTime":656.52,"endTime":660.27,"body":"website, click on a button,"},{"speaker":"Niclas Lilja","startTime":656.52,"endTime":660.27,"body":"enter your credit card, get"},{"speaker":"Niclas Lilja","startTime":660.27,"endTime":664.95,"body":"going. And I mean, that's so so"},{"speaker":"Niclas Lilja","startTime":660.27,"endTime":664.95,"body":"true, and so perfect. Especially"},{"speaker":"Niclas Lilja","startTime":664.95,"endTime":668.91,"body":"like around the BTC. And past BT"},{"speaker":"Niclas Lilja","startTime":664.95,"endTime":668.91,"body":"small b, but if you get into"},{"speaker":"Niclas Lilja","startTime":668.91,"endTime":675.54,"body":"like more advanced b2b, that's"},{"speaker":"Niclas Lilja","startTime":668.91,"endTime":675.54,"body":"not how it is. For sure, terms"},{"speaker":"Niclas Lilja","startTime":675.54,"endTime":681.03,"body":"are being negotiated. Things"},{"speaker":"Niclas Lilja","startTime":675.54,"endTime":681.03,"body":"change, you know, contracts can"},{"speaker":"Niclas Lilja","startTime":681.03,"endTime":689.13,"body":"be quite complicated. So round"},{"speaker":"Niclas Lilja","startTime":681.03,"endTime":689.13,"body":"those things. Like payments is"},{"speaker":"Niclas Lilja","startTime":689.13,"endTime":694.59,"body":"like, yeah, Pay Pal. It could be"},{"speaker":"Niclas Lilja","startTime":689.13,"endTime":694.59,"body":"great. But I, at least my"},{"speaker":"Niclas Lilja","startTime":694.59,"endTime":698.7,"body":"perspective, where I was done, I"},{"speaker":"Niclas Lilja","startTime":694.59,"endTime":698.7,"body":"wasn't used to like companies"},{"speaker":"Niclas Lilja","startTime":698.7,"endTime":703.38,"body":"using PayPal, you know, like,"},{"speaker":"Niclas Lilja","startTime":698.7,"endTime":703.38,"body":"perhaps they may do an invoice."},{"speaker":"Niclas Lilja","startTime":704.34,"endTime":710.67,"body":"So how do we do that? You know,"},{"speaker":"Niclas Lilja","startTime":704.34,"endTime":710.67,"body":"so a lot of things I that was"},{"speaker":"Niclas Lilja","startTime":712.29,"endTime":713.46,"body":"very hands on."},{"speaker":"Matt Wolach","startTime":714.24,"endTime":720.57,"body":"Okay. I love it."},{"speaker":"Matt Wolach","startTime":714.24,"endTime":720.57,"body":"What? So, a lot of times I see"},{"speaker":"Matt Wolach","startTime":720.93,"endTime":724.05,"body":"early stage companies, and even"},{"speaker":"Matt Wolach","startTime":720.93,"endTime":724.05,"body":"later stage companies struggling"},{"speaker":"Matt Wolach","startTime":724.32,"endTime":728.43,"body":"with their metrics. So something"},{"speaker":"Matt Wolach","startTime":724.32,"endTime":728.43,"body":"like UNIAN, or even other"},{"speaker":"Matt Wolach","startTime":728.43,"endTime":732.51,"body":"subscription tools? Is it? Is it"},{"speaker":"Matt Wolach","startTime":728.43,"endTime":732.51,"body":"easier for business leaders to"},{"speaker":"Matt Wolach","startTime":732.51,"endTime":735.39,"body":"be able to get their metrics and"},{"speaker":"Matt Wolach","startTime":732.51,"endTime":735.39,"body":"understand what those metrics"},{"speaker":"Matt Wolach","startTime":735.39,"endTime":737.64,"body":"mean, using a tool like that?"},{"speaker":"Niclas Lilja","startTime":740.28,"endTime":742.62,"body":"I mean, I wouldn't"},{"speaker":"Niclas Lilja","startTime":740.28,"endTime":742.62,"body":"say like, you know, if you put,"},{"speaker":"Niclas Lilja","startTime":743.01,"endTime":745.89,"body":"you know, shut down, shut out,"},{"speaker":"Niclas Lilja","startTime":743.01,"endTime":745.89,"body":"or whatever the thing is, is, of"},{"speaker":"Niclas Lilja","startTime":745.89,"endTime":753.75,"body":"course, but I mean, I think you,"},{"speaker":"Niclas Lilja","startTime":745.89,"endTime":753.75,"body":"I would say you need some sort"},{"speaker":"Niclas Lilja","startTime":753.75,"endTime":757.35,"body":"of system, because this gets"},{"speaker":"Niclas Lilja","startTime":753.75,"endTime":757.35,"body":"pretty complicated quite fast."},{"speaker":"Niclas Lilja","startTime":757.35,"endTime":763.56,"body":"And I think, like, just having"},{"speaker":"Niclas Lilja","startTime":757.35,"endTime":763.56,"body":"the correct data is, what many"},{"speaker":"Niclas Lilja","startTime":763.56,"endTime":768.84,"body":"are suffering from? I have the"},{"speaker":"Niclas Lilja","startTime":763.56,"endTime":768.84,"body":"soil when I met an investor back"},{"speaker":"Niclas Lilja","startTime":768.84,"endTime":772.53,"body":"in 2017. And he told me, Wow,"},{"speaker":"Niclas Lilja","startTime":768.84,"endTime":772.53,"body":"you know, when I meet companies"},{"speaker":"Niclas Lilja","startTime":772.53,"endTime":775.41,"body":"for the first time, and they"},{"speaker":"Niclas Lilja","startTime":772.53,"endTime":775.41,"body":"talk about their Arr, or their"},{"speaker":"Niclas Lilja","startTime":775.44,"endTime":779.73,"body":"Mr. or something, I always think"},{"speaker":"Niclas Lilja","startTime":775.44,"endTime":779.73,"body":"that you have no idea what it"},{"speaker":"Niclas Lilja","startTime":779.73,"endTime":783.66,"body":"is. And I felt like, that's a"},{"speaker":"Niclas Lilja","startTime":779.73,"endTime":783.66,"body":"really bad start or"},{"speaker":"Niclas Lilja","startTime":783.66,"endTime":788.52,"body":"relationship, right? The trust"},{"speaker":"Niclas Lilja","startTime":783.66,"endTime":788.52,"body":"is not there. But I could also"},{"speaker":"Niclas Lilja","startTime":788.52,"endTime":791.25,"body":"see to some extent why he was"},{"speaker":"Niclas Lilja","startTime":788.52,"endTime":791.25,"body":"saying that, because, you know,"},{"speaker":"Niclas Lilja","startTime":792.12,"endTime":795.06,"body":"if you just do it on a"},{"speaker":"Niclas Lilja","startTime":792.12,"endTime":795.06,"body":"spreadsheet, I mean, you don't"},{"speaker":"Niclas Lilja","startTime":795.06,"endTime":799.5,"body":"really have that audit trail. I"},{"speaker":"Niclas Lilja","startTime":795.06,"endTime":799.5,"body":"mean, it's easy to get things"},{"speaker":"Niclas Lilja","startTime":799.5,"endTime":807.06,"body":"wrong, you know, there are"},{"speaker":"Niclas Lilja","startTime":799.5,"endTime":807.06,"body":"things around that. And so I"},{"speaker":"Niclas Lilja","startTime":807.06,"endTime":813.51,"body":"definitely think like having"},{"speaker":"Niclas Lilja","startTime":807.06,"endTime":813.51,"body":"subscription is important to get"},{"speaker":"Niclas Lilja","startTime":813.51,"endTime":815.88,"body":"those data right and consistent"},{"speaker":"Niclas Lilja","startTime":813.51,"endTime":815.88,"body":"over time."},{"speaker":"Matt Wolach","startTime":818.1,"endTime":818.88,"body":"Yeah, yeah."},{"speaker":"Niclas Lilja","startTime":819.27,"endTime":822.42,"body":"And, you know,"},{"speaker":"Niclas Lilja","startTime":819.27,"endTime":822.42,"body":"it's like, there are so many I"},{"speaker":"Niclas Lilja","startTime":822.42,"endTime":826.59,"body":"mean, like subscription data, I"},{"speaker":"Niclas Lilja","startTime":822.42,"endTime":826.59,"body":"mean, one is, of course, just"},{"speaker":"Niclas Lilja","startTime":826.59,"endTime":829.8,"body":"getting sort of the data in like"},{"speaker":"Niclas Lilja","startTime":826.59,"endTime":829.8,"body":"the data entry data collection."},{"speaker":"Niclas Lilja","startTime":829.8,"endTime":834.18,"body":"Right. So I mean, that could be"},{"speaker":"Niclas Lilja","startTime":829.8,"endTime":834.18,"body":"quite a lot of things that could"},{"speaker":"Niclas Lilja","startTime":834.18,"endTime":837.57,"body":"be, you know, like, what's the"},{"speaker":"Niclas Lilja","startTime":834.18,"endTime":837.57,"body":"service period? What's the"},{"speaker":"Niclas Lilja","startTime":837.57,"endTime":842.31,"body":"quantity? What's the pricing not"},{"speaker":"Niclas Lilja","startTime":837.57,"endTime":842.31,"body":"only for the, you know, what the"},{"speaker":"Niclas Lilja","startTime":842.31,"endTime":846.33,"body":"client asked for now, but what"},{"speaker":"Niclas Lilja","startTime":842.31,"endTime":846.33,"body":"are the tiers going forward? So"},{"speaker":"Niclas Lilja","startTime":846.33,"endTime":849.06,"body":"there could be a lot could be"},{"speaker":"Niclas Lilja","startTime":846.33,"endTime":849.06,"body":"like the billing frequencies,"},{"speaker":"Niclas Lilja","startTime":849.06,"endTime":852.36,"body":"right? It could be how to"},{"speaker":"Niclas Lilja","startTime":849.06,"endTime":852.36,"body":"recognize revenue, how to deal"},{"speaker":"Niclas Lilja","startTime":852.36,"endTime":860.28,"body":"with taxes, etc, etc. So a lot"},{"speaker":"Niclas Lilja","startTime":852.36,"endTime":860.28,"body":"of data just doing that. But"},{"speaker":"Niclas Lilja","startTime":860.28,"endTime":864.63,"body":"then, also the time aspect,"},{"speaker":"Niclas Lilja","startTime":860.28,"endTime":864.63,"body":"right? If you have a customer"},{"speaker":"Niclas Lilja","startTime":864.63,"endTime":868.8,"body":"for 10 years, it's very unlikely"},{"speaker":"Niclas Lilja","startTime":864.63,"endTime":868.8,"body":"that it will stay static over"},{"speaker":"Niclas Lilja","startTime":868.8,"endTime":873.03,"body":"the 10 years, you probably"},{"speaker":"Niclas Lilja","startTime":868.8,"endTime":873.03,"body":"either you're very, very"},{"speaker":"Niclas Lilja","startTime":873.03,"endTime":877.95,"body":"successful in taking a very big"},{"speaker":"Niclas Lilja","startTime":873.03,"endTime":877.95,"body":"market, or you're doing"},{"speaker":"Niclas Lilja","startTime":877.95,"endTime":881.13,"body":"something wrong, right? You"},{"speaker":"Niclas Lilja","startTime":877.95,"endTime":881.13,"body":"should probably evolve your"},{"speaker":"Niclas Lilja","startTime":881.13,"endTime":886.29,"body":"pricing over time. So it's like"},{"speaker":"Niclas Lilja","startTime":881.13,"endTime":886.29,"body":"scaling, like the data is sort"},{"speaker":"Niclas Lilja","startTime":886.29,"endTime":890.49,"body":"of going into dementia. It's a"},{"speaker":"Niclas Lilja","startTime":886.29,"endTime":890.49,"body":"time and sort of scaling and"},{"speaker":"Niclas Lilja","startTime":890.49,"endTime":896.73,"body":"customers and just a lot of data"},{"speaker":"Niclas Lilja","startTime":890.49,"endTime":896.73,"body":"so I really think you need to"},{"speaker":"Niclas Lilja","startTime":896.73,"endTime":901.26,"body":"have that in in order."},{"speaker":"Niclas Lilja","startTime":896.73,"endTime":901.26,"body":"Otherwise, you will never trust"},{"speaker":"Niclas Lilja","startTime":901.26,"endTime":905.1,"body":"your metrics. And I think it's"},{"speaker":"Niclas Lilja","startTime":901.26,"endTime":905.1,"body":"putting more or less an unfair"},{"speaker":"Niclas Lilja","startTime":905.1,"endTime":909.15,"body":"burden on your finance"},{"speaker":"Niclas Lilja","startTime":905.1,"endTime":909.15,"body":"department or you know, that"},{"speaker":"Niclas Lilja","startTime":909.21,"endTime":911.76,"body":"poor controller sitting"},{"speaker":"Niclas Lilja","startTime":909.21,"endTime":911.76,"body":"somewhere with that one"},{"speaker":"Niclas Lilja","startTime":911.76,"endTime":917.16,"body":"spreadsheet. That better be"},{"speaker":"Niclas Lilja","startTime":911.76,"endTime":917.16,"body":"right. And better never, you"},{"speaker":"Niclas Lilja","startTime":917.16,"endTime":919.95,"body":"know, have anything, any I've"},{"speaker":"Niclas Lilja","startTime":917.16,"endTime":919.95,"body":"ever seen it or anything. So,"},{"speaker":"Niclas Lilja","startTime":920.4,"endTime":920.76,"body":"yeah."},{"speaker":"Matt Wolach","startTime":921.96,"endTime":925.32,"body":"Make sense it. So"},{"speaker":"Matt Wolach","startTime":921.96,"endTime":925.32,"body":"with your own product union, I"},{"speaker":"Matt Wolach","startTime":925.32,"endTime":927.87,"body":"know you've, you've done a lot"},{"speaker":"Matt Wolach","startTime":925.32,"endTime":927.87,"body":"of work to get it to where it is"},{"speaker":"Matt Wolach","startTime":927.87,"endTime":930.87,"body":"now, what were some of the best"},{"speaker":"Matt Wolach","startTime":927.87,"endTime":930.87,"body":"moves that you made along the"},{"speaker":"Matt Wolach","startTime":930.87,"endTime":933.3,"body":"way that really helped your"},{"speaker":"Matt Wolach","startTime":930.87,"endTime":933.3,"body":"growth? Nicholas? Yeah,"},{"speaker":"Niclas Lilja","startTime":933.3,"endTime":939.48,"body":"I think we did a"},{"speaker":"Niclas Lilja","startTime":933.3,"endTime":939.48,"body":"few things. One thing, you know,"},{"speaker":"Niclas Lilja","startTime":939.51,"endTime":943.11,"body":"was around the ideal customer"},{"speaker":"Niclas Lilja","startTime":939.51,"endTime":943.11,"body":"profile, I don't know if we"},{"speaker":"Niclas Lilja","startTime":944.16,"endTime":949.56,"body":"talked about it that way. But"},{"speaker":"Niclas Lilja","startTime":944.16,"endTime":949.56,"body":"but we were really quick on"},{"speaker":"Niclas Lilja","startTime":950.13,"endTime":954.6,"body":"narrowing down our target"},{"speaker":"Niclas Lilja","startTime":950.13,"endTime":954.6,"body":"market. So I mean, you know, we"},{"speaker":"Niclas Lilja","startTime":954.6,"endTime":958.17,"body":"could potentially, you know, in"},{"speaker":"Niclas Lilja","startTime":954.6,"endTime":958.17,"body":"the long run, serve any asset of"},{"speaker":"Niclas Lilja","startTime":958.29,"endTime":963.09,"body":"service kind of business, right."},{"speaker":"Niclas Lilja","startTime":958.29,"endTime":963.09,"body":"But we have chosen not to do"},{"speaker":"Niclas Lilja","startTime":963.09,"endTime":968.25,"body":"that right now. So we are super,"},{"speaker":"Niclas Lilja","startTime":963.09,"endTime":968.25,"body":"super focused on b2b. And not"},{"speaker":"Niclas Lilja","startTime":968.25,"endTime":972.0,"body":"only, like any b2b, but really"},{"speaker":"Niclas Lilja","startTime":968.25,"endTime":972.0,"body":"advanced b2b, like, when you"},{"speaker":"Niclas Lilja","startTime":972.0,"endTime":975.9,"body":"have multiple line items, or,"},{"speaker":"Niclas Lilja","startTime":972.0,"endTime":975.9,"body":"you know, you have negotiated"},{"speaker":"Niclas Lilja","startTime":976.26,"endTime":980.91,"body":"terms or, you know, third party"},{"speaker":"Niclas Lilja","startTime":976.26,"endTime":980.91,"body":"software that you recently, you"},{"speaker":"Niclas Lilja","startTime":980.91,"endTime":983.31,"body":"know, things that makes it a bit"},{"speaker":"Niclas Lilja","startTime":980.91,"endTime":983.31,"body":"more complex. So, we're doing"},{"speaker":"Niclas Lilja","startTime":983.31,"endTime":989.04,"body":"that. So, that really narrows"},{"speaker":"Niclas Lilja","startTime":983.31,"endTime":989.04,"body":"down the target market a lot."},{"speaker":"Niclas Lilja","startTime":990.54,"endTime":994.77,"body":"Right? No, know, to the extent"},{"speaker":"Niclas Lilja","startTime":990.54,"endTime":994.77,"body":"where it feels like, maybe this"},{"speaker":"Niclas Lilja","startTime":994.77,"endTime":999.12,"body":"is not good, maybe this is too"},{"speaker":"Niclas Lilja","startTime":994.77,"endTime":999.12,"body":"small, maybe, you know, is this"},{"speaker":"Niclas Lilja","startTime":999.12,"endTime":1002.72,"body":"really viable? How are we gonna,"},{"speaker":"Niclas Lilja","startTime":999.12,"endTime":1002.72,"body":"you know, get funding for this,"},{"speaker":"Niclas Lilja","startTime":1002.75,"endTime":1008.69,"body":"you know, so I think that has"},{"speaker":"Niclas Lilja","startTime":1002.75,"endTime":1008.69,"body":"been a really good thing,"},{"speaker":"Niclas Lilja","startTime":1008.75,"endTime":1011.3,"body":"because we know, you know, we"},{"speaker":"Niclas Lilja","startTime":1008.75,"endTime":1011.3,"body":"have like six or seven"},{"speaker":"Niclas Lilja","startTime":1011.3,"endTime":1015.53,"body":"criterias. And we know that, if"},{"speaker":"Niclas Lilja","startTime":1011.3,"endTime":1015.53,"body":"they are all checked, this will"},{"speaker":"Niclas Lilja","startTime":1015.56,"endTime":1018.5,"body":"be good, you know, we will, you"},{"speaker":"Niclas Lilja","startTime":1015.56,"endTime":1018.5,"body":"know, we will have a happy"},{"speaker":"Niclas Lilja","startTime":1018.65,"endTime":1020.9,"body":"customer, they will be"},{"speaker":"Niclas Lilja","startTime":1018.65,"endTime":1020.9,"body":"successful, they will stay for a"},{"speaker":"Niclas Lilja","startTime":1020.9,"endTime":1023.66,"body":"long time, they, you know, it"},{"speaker":"Niclas Lilja","startTime":1020.9,"endTime":1023.66,"body":"will be great. Whereas, you"},{"speaker":"Niclas Lilja","startTime":1023.66,"endTime":1026.75,"body":"know, if it's like three out of"},{"speaker":"Niclas Lilja","startTime":1023.66,"endTime":1026.75,"body":"six, or four out of six, or even"},{"speaker":"Niclas Lilja","startTime":1026.75,"endTime":1032.39,"body":"higher of five or six, you know,"},{"speaker":"Niclas Lilja","startTime":1026.75,"endTime":1032.39,"body":"it could go right, it could, but"},{"speaker":"Niclas Lilja","startTime":1032.39,"endTime":1035.72,"body":"there's always that risk of, you"},{"speaker":"Niclas Lilja","startTime":1032.39,"endTime":1035.72,"body":"know, something not being"},{"speaker":"Niclas Lilja","startTime":1035.72,"endTime":1039.89,"body":"perfect. So, so I really like"},{"speaker":"Niclas Lilja","startTime":1035.72,"endTime":1039.89,"body":"it, and has also, I think, help"},{"speaker":"Niclas Lilja","startTime":1039.89,"endTime":1043.16,"body":"how we develop our service, and"},{"speaker":"Niclas Lilja","startTime":1039.89,"endTime":1043.16,"body":"you know, where we do our"},{"speaker":"Niclas Lilja","startTime":1043.16,"endTime":1048.89,"body":"investments, you know, and where"},{"speaker":"Niclas Lilja","startTime":1043.16,"endTime":1048.89,"body":"we don't, right? Like everything"},{"speaker":"Niclas Lilja","startTime":1048.89,"endTime":1053.39,"body":"we do, I think is of benefit to"},{"speaker":"Niclas Lilja","startTime":1048.89,"endTime":1053.39,"body":"all our customers, because they"},{"speaker":"Niclas Lilja","startTime":1053.63,"endTime":1058.28,"body":"are very similar. I really like"},{"speaker":"Niclas Lilja","startTime":1053.63,"endTime":1058.28,"body":"that."},{"speaker":"Matt Wolach","startTime":1059.99,"endTime":1062.66,"body":"Yeah, yeah, I"},{"speaker":"Matt Wolach","startTime":1059.99,"endTime":1062.66,"body":"totally agree with that. And"},{"speaker":"Matt Wolach","startTime":1062.66,"endTime":1065.87,"body":"it's something that I train my"},{"speaker":"Matt Wolach","startTime":1062.66,"endTime":1065.87,"body":"clients on is make sure you nail"},{"speaker":"Matt Wolach","startTime":1065.87,"endTime":1070.34,"body":"your ICP, your ideal customer"},{"speaker":"Matt Wolach","startTime":1065.87,"endTime":1070.34,"body":"profile early. Because you're"},{"speaker":"Matt Wolach","startTime":1070.34,"endTime":1074.27,"body":"right, even if one or two of the"},{"speaker":"Matt Wolach","startTime":1070.34,"endTime":1074.27,"body":"factors that you look at for"},{"speaker":"Matt Wolach","startTime":1074.27,"endTime":1077.39,"body":"that aren't right, that could"},{"speaker":"Matt Wolach","startTime":1074.27,"endTime":1077.39,"body":"cause the entire relationship to"},{"speaker":"Matt Wolach","startTime":1077.39,"endTime":1079.91,"body":"sour, it could mean that they're"},{"speaker":"Matt Wolach","startTime":1077.39,"endTime":1079.91,"body":"not going to get the best value"},{"speaker":"Matt Wolach","startTime":1079.91,"endTime":1082.94,"body":"out of the system that they"},{"speaker":"Matt Wolach","startTime":1079.91,"endTime":1082.94,"body":"probably should be getting. And"},{"speaker":"Matt Wolach","startTime":1083.36,"endTime":1086.09,"body":"if that's the case, then they go"},{"speaker":"Matt Wolach","startTime":1083.36,"endTime":1086.09,"body":"off and tell others that it's"},{"speaker":"Matt Wolach","startTime":1086.09,"endTime":1090.11,"body":"not a good system, when in fact,"},{"speaker":"Matt Wolach","startTime":1086.09,"endTime":1090.11,"body":"they just weren't right for it."},{"speaker":"Matt Wolach","startTime":1090.23,"endTime":1092.3,"body":"And so it's super important to"},{"speaker":"Matt Wolach","startTime":1090.23,"endTime":1092.3,"body":"nail that. I'm glad you guys did"},{"speaker":"Matt Wolach","startTime":1092.3,"endTime":1092.63,"body":"that."},{"speaker":"Niclas Lilja","startTime":1093.2,"endTime":1095.9,"body":"And probably you"},{"speaker":"Niclas Lilja","startTime":1093.2,"endTime":1095.9,"body":"spent too much time in sales,"},{"speaker":"Niclas Lilja","startTime":1095.9,"endTime":1099.17,"body":"right? Probably you didn't get"},{"speaker":"Niclas Lilja","startTime":1095.9,"endTime":1099.17,"body":"the price you should have"},{"speaker":"Niclas Lilja","startTime":1099.17,"endTime":1102.44,"body":"gotten, because, you know,"},{"speaker":"Niclas Lilja","startTime":1099.17,"endTime":1102.44,"body":"everything wasn't perfect. You"},{"speaker":"Niclas Lilja","startTime":1102.44,"endTime":1104.9,"body":"know, so it's like starts"},{"speaker":"Niclas Lilja","startTime":1102.44,"endTime":1104.9,"body":"already there. And then it just"},{"speaker":"Niclas Lilja","startTime":1104.9,"endTime":1108.59,"body":"sort of deteriorates. I think"},{"speaker":"Niclas Lilja","startTime":1104.9,"endTime":1108.59,"body":"sounds I think you spend too"},{"speaker":"Niclas Lilja","startTime":1108.59,"endTime":1113.9,"body":"much time. On the wrong clients."},{"speaker":"Niclas Lilja","startTime":1108.59,"endTime":1113.9,"body":"I would agree. Yeah. So that was"},{"speaker":"Niclas Lilja","startTime":1113.9,"endTime":1117.17,"body":"one thing, I think like another"},{"speaker":"Niclas Lilja","startTime":1113.9,"endTime":1117.17,"body":"was, you know, like, when it"},{"speaker":"Niclas Lilja","startTime":1117.17,"endTime":1126.5,"body":"came to developing our service,"},{"speaker":"Niclas Lilja","startTime":1117.17,"endTime":1126.5,"body":"we were very focused on speed,"},{"speaker":"Niclas Lilja","startTime":1126.8,"endTime":1131.06,"body":"and, you know, getting out and"},{"speaker":"Niclas Lilja","startTime":1126.8,"endTime":1131.06,"body":"talk to people really fast. So"},{"speaker":"Niclas Lilja","startTime":1131.06,"endTime":1134.93,"body":"we really tried to build for,"},{"speaker":"Niclas Lilja","startTime":1131.06,"endTime":1134.93,"body":"you know, the customer that we"},{"speaker":"Niclas Lilja","startTime":1134.93,"endTime":1139.13,"body":"were expecting to have, like in"},{"speaker":"Niclas Lilja","startTime":1134.93,"endTime":1139.13,"body":"one year, not, you know, in"},{"speaker":"Niclas Lilja","startTime":1139.16,"endTime":1143.51,"body":"Utopia in 10 years, when we"},{"speaker":"Niclas Lilja","startTime":1139.16,"endTime":1143.51,"body":"would have it or companies but"},{"speaker":"Niclas Lilja","startTime":1143.54,"endTime":1148.01,"body":"but really stay sober in that"},{"speaker":"Niclas Lilja","startTime":1143.54,"endTime":1148.01,"body":"sense. And, and, you know, build"},{"speaker":"Niclas Lilja","startTime":1148.04,"endTime":1152.93,"body":"for what was reasonable right"},{"speaker":"Niclas Lilja","startTime":1148.04,"endTime":1152.93,"body":"now? I think otherwise, we could"},{"speaker":"Niclas Lilja","startTime":1152.96,"endTime":1156.14,"body":"easily have spent like, another"},{"speaker":"Niclas Lilja","startTime":1152.96,"endTime":1156.14,"body":"year or two, just, you know,"},{"speaker":"Niclas Lilja","startTime":1156.2,"endTime":1163.01,"body":"getting that first version up"},{"speaker":"Niclas Lilja","startTime":1156.2,"endTime":1163.01,"body":"and running. And also, I think"},{"speaker":"Niclas Lilja","startTime":1163.01,"endTime":1169.7,"body":"direct sales was good for us. I"},{"speaker":"Niclas Lilja","startTime":1163.01,"endTime":1169.7,"body":"think actually, like when I"},{"speaker":"Niclas Lilja","startTime":1169.7,"endTime":1172.58,"body":"started to think about this, you"},{"speaker":"Niclas Lilja","startTime":1169.7,"endTime":1172.58,"body":"know, I really want that whole"},{"speaker":"Niclas Lilja","startTime":1172.58,"endTime":1176.72,"body":"like product lead growth and you"},{"speaker":"Niclas Lilja","startTime":1172.58,"endTime":1176.72,"body":"know, everything just works by"},{"speaker":"Niclas Lilja","startTime":1176.72,"endTime":1178.04,"body":"itself. So you know, it's"},{"speaker":"Matt Wolach","startTime":1178.82,"endTime":1181.22,"body":"the dream, not"},{"speaker":"Matt Wolach","startTime":1178.82,"endTime":1181.22,"body":"always achievable."},{"speaker":"Niclas Lilja","startTime":1182.27,"endTime":1185.24,"body":"No, and you know,"},{"speaker":"Niclas Lilja","startTime":1182.27,"endTime":1185.24,"body":"it's like, and I also felt like,"},{"speaker":"Niclas Lilja","startTime":1186.32,"endTime":1191.81,"body":"it's gonna feel like a complete"},{"speaker":"Niclas Lilja","startTime":1186.32,"endTime":1191.81,"body":"guessing game. If we try out if"},{"speaker":"Niclas Lilja","startTime":1191.81,"endTime":1195.35,"body":"we try that from the beginning,"},{"speaker":"Niclas Lilja","startTime":1191.81,"endTime":1195.35,"body":"right, because we won't have any"},{"speaker":"Niclas Lilja","startTime":1195.35,"endTime":1200.24,"body":"direct feedback. So I think we"},{"speaker":"Niclas Lilja","startTime":1195.35,"endTime":1200.24,"body":"spent a lot of life doing A lot"},{"speaker":"Niclas Lilja","startTime":1200.24,"endTime":1205.25,"body":"of classic, you know, sales the"},{"speaker":"Niclas Lilja","startTime":1200.24,"endTime":1205.25,"body":"way you shouldn't do in the"},{"speaker":"Niclas Lilja","startTime":1205.25,"endTime":1213.11,"body":"modern world. But just calling,"},{"speaker":"Niclas Lilja","startTime":1205.25,"endTime":1213.11,"body":"talking, asking, I think we"},{"speaker":"Niclas Lilja","startTime":1213.11,"endTime":1217.67,"body":"learned a lot during that as"},{"speaker":"Niclas Lilja","startTime":1213.11,"endTime":1217.67,"body":"well. And then sort of mixing it"},{"speaker":"Niclas Lilja","startTime":1217.67,"endTime":1223.16,"body":"up as we go. But I think that"},{"speaker":"Niclas Lilja","startTime":1217.67,"endTime":1223.16,"body":"was really good as well. So a"},{"speaker":"Niclas Lilja","startTime":1223.16,"endTime":1223.76,"body":"few things."},{"speaker":"Matt Wolach","startTime":1224.84,"endTime":1227.09,"body":"Good, good. I love"},{"speaker":"Matt Wolach","startTime":1224.84,"endTime":1227.09,"body":"that. And now you've moved to"},{"speaker":"Matt Wolach","startTime":1227.09,"endTime":1231.65,"body":"the US, you relocated from"},{"speaker":"Matt Wolach","startTime":1227.09,"endTime":1231.65,"body":"Sweden, and you have a focus to"},{"speaker":"Matt Wolach","startTime":1231.65,"endTime":1234.86,"body":"make sure that the US market"},{"speaker":"Matt Wolach","startTime":1231.65,"endTime":1234.86,"body":"grows, I think that's really"},{"speaker":"Matt Wolach","startTime":1234.86,"endTime":1238.25,"body":"important. And I want to kind of"},{"speaker":"Matt Wolach","startTime":1234.86,"endTime":1238.25,"body":"understand some of your thinking"},{"speaker":"Matt Wolach","startTime":1238.25,"endTime":1241.4,"body":"behind it. But a lot of my"},{"speaker":"Matt Wolach","startTime":1238.25,"endTime":1241.4,"body":"clients in Europe say that they"},{"speaker":"Matt Wolach","startTime":1241.4,"endTime":1244.7,"body":"want to be able to penetrate the"},{"speaker":"Matt Wolach","startTime":1241.4,"endTime":1244.7,"body":"US market, obviously, the US is"},{"speaker":"Matt Wolach","startTime":1244.7,"endTime":1248.24,"body":"50% of the world's software"},{"speaker":"Matt Wolach","startTime":1244.7,"endTime":1248.24,"body":"buying power and b2b. And so"},{"speaker":"Matt Wolach","startTime":1248.24,"endTime":1252.89,"body":"it's really important to do"},{"speaker":"Matt Wolach","startTime":1248.24,"endTime":1252.89,"body":"that. How have you found? I"},{"speaker":"Matt Wolach","startTime":1252.89,"endTime":1255.53,"body":"mean, obviously, you're still"},{"speaker":"Matt Wolach","startTime":1252.89,"endTime":1255.53,"body":"very early there, but what"},{"speaker":"Matt Wolach","startTime":1255.53,"endTime":1258.2,"body":"caused you to make that"},{"speaker":"Matt Wolach","startTime":1255.53,"endTime":1258.2,"body":"decision? And how has it gone so"},{"speaker":"Matt Wolach","startTime":1258.2,"endTime":1258.68,"body":"far?"},{"speaker":"Niclas Lilja","startTime":1262.49,"endTime":1265.34,"body":"I would like to"},{"speaker":"Niclas Lilja","startTime":1262.49,"endTime":1265.34,"body":"say that we're still quite early"},{"speaker":"Niclas Lilja","startTime":1265.34,"endTime":1269.09,"body":"on. So I shouldn't draw too many"},{"speaker":"Niclas Lilja","startTime":1265.34,"endTime":1269.09,"body":"conclusions. But I think like,"},{"speaker":"Niclas Lilja","startTime":1269.09,"endTime":1273.14,"body":"the reasoning is that I mean, we"},{"speaker":"Niclas Lilja","startTime":1269.09,"endTime":1273.14,"body":"talked about the very narrow"},{"speaker":"Niclas Lilja","startTime":1273.14,"endTime":1278.03,"body":"ICP, right? So in order to still"},{"speaker":"Niclas Lilja","startTime":1273.14,"endTime":1278.03,"body":"have, like, you know, plan for"},{"speaker":"Niclas Lilja","startTime":1278.03,"endTime":1281.96,"body":"growth, the way we wanted, and"},{"speaker":"Niclas Lilja","startTime":1278.03,"endTime":1281.96,"body":"how to do that was then by"},{"speaker":"Niclas Lilja","startTime":1281.96,"endTime":1285.14,"body":"geographic expansion, so it was"},{"speaker":"Niclas Lilja","startTime":1281.96,"endTime":1285.14,"body":"sort of in the cards from more"},{"speaker":"Niclas Lilja","startTime":1285.14,"endTime":1289.76,"body":"or less the get go. So it's been"},{"speaker":"Niclas Lilja","startTime":1285.14,"endTime":1289.76,"body":"something that we've, you know,"},{"speaker":"Niclas Lilja","startTime":1289.82,"endTime":1296.87,"body":"targeted. So that was one thing,"},{"speaker":"Niclas Lilja","startTime":1289.82,"endTime":1296.87,"body":"but I also think that, you know,"},{"speaker":"Niclas Lilja","startTime":1300.74,"endTime":1304.76,"body":"one component with which maybe"},{"speaker":"Niclas Lilja","startTime":1300.74,"endTime":1304.76,"body":"it's not that rational, but I"},{"speaker":"Niclas Lilja","startTime":1304.76,"endTime":1310.55,"body":"think, you know, like competing"},{"speaker":"Niclas Lilja","startTime":1304.76,"endTime":1310.55,"body":"with, you know, the best. It's"},{"speaker":"Niclas Lilja","startTime":1310.55,"endTime":1313.91,"body":"also something that will I think"},{"speaker":"Niclas Lilja","startTime":1310.55,"endTime":1313.91,"body":"you will learn from and will"},{"speaker":"Niclas Lilja","startTime":1313.91,"endTime":1319.49,"body":"make you stronger. And I think"},{"speaker":"Niclas Lilja","startTime":1313.91,"endTime":1319.49,"body":"we'll get more of that. And I"},{"speaker":"Niclas Lilja","startTime":1319.49,"endTime":1325.43,"body":"also think like, there are a lot"},{"speaker":"Niclas Lilja","startTime":1319.49,"endTime":1325.43,"body":"of companies, you will see into"},{"speaker":"Niclas Lilja","startTime":1325.43,"endTime":1329.09,"body":"that. But I think that has"},{"speaker":"Niclas Lilja","startTime":1325.43,"endTime":1329.09,"body":"business and interest in both"},{"speaker":"Niclas Lilja","startTime":1329.09,"endTime":1335.27,"body":"Europe and US, right. And I"},{"speaker":"Niclas Lilja","startTime":1329.09,"endTime":1335.27,"body":"think we do a fairly critical"},{"speaker":"Niclas Lilja","startTime":1335.27,"endTime":1338.48,"body":"solution for these kind of"},{"speaker":"Niclas Lilja","startTime":1335.27,"endTime":1338.48,"body":"companies. And I think for us to"},{"speaker":"Niclas Lilja","startTime":1338.48,"endTime":1342.74,"body":"have, you know, people on the"},{"speaker":"Niclas Lilja","startTime":1338.48,"endTime":1342.74,"body":"ground on both the US and in"},{"speaker":"Niclas Lilja","startTime":1342.74,"endTime":1346.22,"body":"Europe makes a whole lot of"},{"speaker":"Niclas Lilja","startTime":1342.74,"endTime":1346.22,"body":"sense. I think it will also give"},{"speaker":"Niclas Lilja","startTime":1346.22,"endTime":1355.4,"body":"us access to that segment of"},{"speaker":"Niclas Lilja","startTime":1346.22,"endTime":1355.4,"body":"clients as well. So those were a"},{"speaker":"Niclas Lilja","startTime":1355.4,"endTime":1359.81,"body":"few things. And also, I mean, I"},{"speaker":"Niclas Lilja","startTime":1355.4,"endTime":1359.81,"body":"guess he you see that as well."},{"speaker":"Niclas Lilja","startTime":1359.81,"endTime":1363.56,"body":"But sometimes we talk so much"},{"speaker":"Niclas Lilja","startTime":1359.81,"endTime":1363.56,"body":"about the differences between"},{"speaker":"Niclas Lilja","startTime":1363.56,"endTime":1368.24,"body":"you know, cultures, countries,"},{"speaker":"Niclas Lilja","startTime":1363.56,"endTime":1368.24,"body":"etc, etc. But I feel like in, in"},{"speaker":"Niclas Lilja","startTime":1368.24,"endTime":1373.4,"body":"the SAS community, I think the"},{"speaker":"Niclas Lilja","startTime":1368.24,"endTime":1373.4,"body":"similar similarities are so so"},{"speaker":"Niclas Lilja","startTime":1373.4,"endTime":1377.9,"body":"much bigger than the"},{"speaker":"Niclas Lilja","startTime":1373.4,"endTime":1377.9,"body":"differences. If I'm talking to"},{"speaker":"Niclas Lilja","startTime":1378.23,"endTime":1380.78,"body":"someone running a sauce"},{"speaker":"Niclas Lilja","startTime":1378.23,"endTime":1380.78,"body":"business, in Bulgaria, or in"},{"speaker":"Niclas Lilja","startTime":1380.78,"endTime":1385.52,"body":"Sweden, or in the US, I mean,"},{"speaker":"Niclas Lilja","startTime":1380.78,"endTime":1385.52,"body":"they pretty much listen to the"},{"speaker":"Niclas Lilja","startTime":1385.52,"endTime":1389.27,"body":"same podcasts, they, you know,"},{"speaker":"Niclas Lilja","startTime":1385.52,"endTime":1389.27,"body":"they read the same books, they,"},{"speaker":"Niclas Lilja","startTime":1389.3,"endTime":1392.75,"body":"you know, influenced by more or"},{"speaker":"Niclas Lilja","startTime":1389.3,"endTime":1392.75,"body":"less the same things, they use"},{"speaker":"Niclas Lilja","startTime":1392.75,"endTime":1396.59,"body":"more or less the same systems."},{"speaker":"Niclas Lilja","startTime":1392.75,"endTime":1396.59,"body":"So it's I think, you know, I"},{"speaker":"Niclas Lilja","startTime":1396.59,"endTime":1402.56,"body":"think it makes a whole lot of"},{"speaker":"Niclas Lilja","startTime":1396.59,"endTime":1402.56,"body":"sense. For those reasons,"},{"speaker":"Matt Wolach","startTime":1403.64,"endTime":1407.21,"body":"that makes sense."},{"speaker":"Matt Wolach","startTime":1403.64,"endTime":1407.21,"body":"As we wrap up here, what advice"},{"speaker":"Matt Wolach","startTime":1407.21,"endTime":1409.7,"body":"would you have for other"},{"speaker":"Matt Wolach","startTime":1407.21,"endTime":1409.7,"body":"software founders who are just"},{"speaker":"Matt Wolach","startTime":1409.7,"endTime":1412.37,"body":"getting started and want to"},{"speaker":"Matt Wolach","startTime":1409.7,"endTime":1412.37,"body":"achieve some success, like"},{"speaker":"Matt Wolach","startTime":1412.37,"endTime":1412.76,"body":"you've done?"},{"speaker":"Niclas Lilja","startTime":1416.6,"endTime":1424.01,"body":"I think I mean,"},{"speaker":"Niclas Lilja","startTime":1416.6,"endTime":1424.01,"body":"try the ID early on people you"},{"speaker":"Niclas Lilja","startTime":1424.01,"endTime":1424.52,"body":"trust."},{"speaker":"Niclas Lilja","startTime":1427.31,"endTime":1431.9,"body":"And I, I've gone with this,"},{"speaker":"Niclas Lilja","startTime":1427.31,"endTime":1431.9,"body":"like, if everyone likes the ID"},{"speaker":"Niclas Lilja","startTime":1432.65,"endTime":1438.2,"body":"don't do it. If everyone doesn't"},{"speaker":"Niclas Lilja","startTime":1432.65,"endTime":1438.2,"body":"like it, don't do it. But if you"},{"speaker":"Niclas Lilja","startTime":1438.2,"endTime":1440.99,"body":"sort of find a good balance"},{"speaker":"Niclas Lilja","startTime":1438.2,"endTime":1440.99,"body":"there that some doubt it and"},{"speaker":"Niclas Lilja","startTime":1440.99,"endTime":1445.43,"body":"some think it's good. That's"},{"speaker":"Niclas Lilja","startTime":1440.99,"endTime":1445.43,"body":"where I think, you know, there"},{"speaker":"Niclas Lilja","startTime":1445.43,"endTime":1449.96,"body":"is something because if everyone"},{"speaker":"Niclas Lilja","startTime":1445.43,"endTime":1449.96,"body":"likes it, probably everyone's"},{"speaker":"Niclas Lilja","startTime":1449.99,"endTime":1458.57,"body":"doing it. That's my reasoning in"},{"speaker":"Niclas Lilja","startTime":1449.99,"endTime":1458.57,"body":"that sense. And just iterate the"},{"speaker":"Niclas Lilja","startTime":1458.57,"endTime":1462.8,"body":"ID you know, and I don't think"},{"speaker":"Niclas Lilja","startTime":1458.57,"endTime":1462.8,"body":"you have to produce a lot before"},{"speaker":"Niclas Lilja","startTime":1462.83,"endTime":1468.2,"body":"iterating the ID I think that is"},{"speaker":"Niclas Lilja","startTime":1462.83,"endTime":1468.2,"body":"a very nice part of the journey,"},{"speaker":"Niclas Lilja","startTime":1468.2,"endTime":1472.49,"body":"right? Because you have no"},{"speaker":"Niclas Lilja","startTime":1468.2,"endTime":1472.49,"body":"restrictions you can just write"},{"speaker":"Niclas Lilja","startTime":1472.49,"endTime":1477.35,"body":"on the ID so take the time for"},{"speaker":"Niclas Lilja","startTime":1472.49,"endTime":1477.35,"body":"that but also just think about"},{"speaker":"Niclas Lilja","startTime":1478.25,"endTime":1484.07,"body":"if you're ready because it's"},{"speaker":"Niclas Lilja","startTime":1478.25,"endTime":1484.07,"body":"probably gonna be longer journey"},{"speaker":"Niclas Lilja","startTime":1484.07,"endTime":1487.19,"body":"than you initially thought."},{"speaker":"Niclas Lilja","startTime":1484.07,"endTime":1487.19,"body":"Right? So that could be yourself"},{"speaker":"Niclas Lilja","startTime":1487.19,"endTime":1491.03,"body":"but it could also be like your"},{"speaker":"Niclas Lilja","startTime":1487.19,"endTime":1491.03,"body":"family or you know, do you"},{"speaker":"Niclas Lilja","startTime":1491.03,"endTime":1495.71,"body":"really want to do it and for how"},{"speaker":"Niclas Lilja","startTime":1491.03,"endTime":1495.71,"body":"long you know, what is what are"},{"speaker":"Niclas Lilja","startTime":1495.71,"endTime":1500.72,"body":"you ready for us? I think those"},{"speaker":"Niclas Lilja","startTime":1495.71,"endTime":1500.72,"body":"are quite important"},{"speaker":"Niclas Lilja","startTime":1506.06,"endTime":1513.26,"body":"and, and also, I think, you"},{"speaker":"Niclas Lilja","startTime":1506.06,"endTime":1513.26,"body":"know, we were talking a bit like"},{"speaker":"Niclas Lilja","startTime":1513.26,"endTime":1516.8,"body":"this before, like, everyone"},{"speaker":"Niclas Lilja","startTime":1513.26,"endTime":1516.8,"body":"wants the product lead to"},{"speaker":"Niclas Lilja","startTime":1516.8,"endTime":1521.93,"body":"growth. Everyone wants, you"},{"speaker":"Niclas Lilja","startTime":1516.8,"endTime":1521.93,"body":"know, not everyone will be"},{"speaker":"Niclas Lilja","startTime":1521.93,"endTime":1525.17,"body":"there, but there will be a lot"},{"speaker":"Niclas Lilja","startTime":1521.93,"endTime":1525.17,"body":"of great companies anyways. So"},{"speaker":"Niclas Lilja","startTime":1525.17,"endTime":1529.55,"body":"don't get sort of tricked into"},{"speaker":"Niclas Lilja","startTime":1525.17,"endTime":1529.55,"body":"doing everything that you read"},{"speaker":"Niclas Lilja","startTime":1531.35,"endTime":1538.19,"body":"about how things should be, but"},{"speaker":"Niclas Lilja","startTime":1531.35,"endTime":1538.19,"body":"really do what makes sense. And"},{"speaker":"Niclas Lilja","startTime":1538.19,"endTime":1542.51,"body":"you know, if you can get some"},{"speaker":"Niclas Lilja","startTime":1538.19,"endTime":1542.51,"body":"feedback from customers or"},{"speaker":"Niclas Lilja","startTime":1542.51,"endTime":1546.14,"body":"potential customers or friends,"},{"speaker":"Niclas Lilja","startTime":1542.51,"endTime":1546.14,"body":"I think that's what should guide"},{"speaker":"Matt Wolach","startTime":1546.0,"endTime":1550.14,"body":"I love it. Super"},{"speaker":"Matt Wolach","startTime":1546.0,"endTime":1550.14,"body":"great advice. I hope everybody"},{"speaker":"Matt Wolach","startTime":1546.14,"endTime":1546.29,"body":"you."},{"speaker":"Matt Wolach","startTime":1550.14,"endTime":1552.93,"body":"takes that to heart. Nicholas,"},{"speaker":"Matt Wolach","startTime":1550.14,"endTime":1552.93,"body":"this has been awesome. How can"},{"speaker":"Matt Wolach","startTime":1552.93,"endTime":1555.24,"body":"everybody learn more about you"},{"speaker":"Matt Wolach","startTime":1552.93,"endTime":1555.24,"body":"and Younium?"},{"speaker":"Niclas Lilja","startTime":1555.24,"endTime":1559.92,"body":"Younium, I mean,"},{"speaker":"Niclas Lilja","startTime":1555.24,"endTime":1559.92,"body":"we've got our website union.com."},{"speaker":"Niclas Lilja","startTime":1561.57,"endTime":1567.18,"body":"We typically attend a lot of the"},{"speaker":"Niclas Lilja","startTime":1561.57,"endTime":1567.18,"body":"SaaS community events around"},{"speaker":"Niclas Lilja","startTime":1567.24,"endTime":1573.12,"body":"Europe and the US. We are quite"},{"speaker":"Niclas Lilja","startTime":1567.24,"endTime":1573.12,"body":"active on LinkedIn as well. So"},{"speaker":"Niclas Lilja","startTime":1573.12,"endTime":1577.56,"body":"please follow us there and see"},{"speaker":"Niclas Lilja","startTime":1573.12,"endTime":1577.56,"body":"what's happening. Me personally,"},{"speaker":"Niclas Lilja","startTime":1577.56,"endTime":1581.13,"body":"I think LinkedIn is where I'm"},{"speaker":"Niclas Lilja","startTime":1577.56,"endTime":1581.13,"body":"most easily accessible as well."},{"speaker":"Niclas Lilja","startTime":1581.49,"endTime":1586.95,"body":"So you know, if there's"},{"speaker":"Niclas Lilja","startTime":1581.49,"endTime":1586.95,"body":"anything, reach out to me there."},{"speaker":"Matt Wolach","startTime":1588.3,"endTime":1590.1,"body":"Okay, perfect."},{"speaker":"Matt Wolach","startTime":1588.3,"endTime":1590.1,"body":"We'll put all that in the show"},{"speaker":"Matt Wolach","startTime":1590.1,"endTime":1591.84,"body":"notes, as well as in the"},{"speaker":"Matt Wolach","startTime":1590.1,"endTime":1591.84,"body":"description if you're watching"},{"speaker":"Matt Wolach","startTime":1591.84,"endTime":1595.11,"body":"on YouTube. But Niclas has been"},{"speaker":"Matt Wolach","startTime":1591.84,"endTime":1595.11,"body":"awesome. Thank you very much for"},{"speaker":"Matt Wolach","startTime":1595.11,"endTime":1596.61,"body":"coming in and sharing all your"},{"speaker":"Matt Wolach","startTime":1595.11,"endTime":1596.61,"body":"wisdom."},{"speaker":"Niclas Lilja","startTime":1597.44,"endTime":1599.24,"body":"Thank you. Thank"},{"speaker":"Niclas Lilja","startTime":1597.44,"endTime":1599.24,"body":"you so much."},{"speaker":"Matt Wolach","startTime":1600.05,"endTime":1601.88,"body":"Absolutely, and"},{"speaker":"Matt Wolach","startTime":1600.05,"endTime":1601.88,"body":"everybody else out there. Thank"},{"speaker":"Matt Wolach","startTime":1601.88,"endTime":1604.04,"body":"you for being here. Again, make"},{"speaker":"Matt Wolach","startTime":1601.88,"endTime":1604.04,"body":"sure you're subscribed to the"},{"speaker":"Matt Wolach","startTime":1604.04,"endTime":1606.32,"body":"show, hit that subscribe button."},{"speaker":"Matt Wolach","startTime":1604.04,"endTime":1606.32,"body":"If you're watching on YouTube,"},{"speaker":"Matt Wolach","startTime":1606.32,"endTime":1608.6,"body":"hit the little bell as well."},{"speaker":"Matt Wolach","startTime":1606.32,"endTime":1608.6,"body":"That way you'll be notified of"},{"speaker":"Matt Wolach","startTime":1608.6,"endTime":1611.48,"body":"any new shows that come up. You"},{"speaker":"Matt Wolach","startTime":1608.6,"endTime":1611.48,"body":"don't want to miss out on any of"},{"speaker":"Matt Wolach","startTime":1611.48,"endTime":1614.21,"body":"the awesome innovators and"},{"speaker":"Matt Wolach","startTime":1611.48,"endTime":1614.21,"body":"leaders like Nicklaus coming up."},{"speaker":"Matt Wolach","startTime":1614.21,"endTime":1616.85,"body":"So definitely do that. Also,"},{"speaker":"Matt Wolach","startTime":1614.21,"endTime":1616.85,"body":"we're looking for reviews. If"},{"speaker":"Matt Wolach","startTime":1616.85,"endTime":1619.25,"body":"you think this is helpful. If"},{"speaker":"Matt Wolach","startTime":1616.85,"endTime":1619.25,"body":"you think we're giving you good"},{"speaker":"Matt Wolach","startTime":1619.25,"endTime":1622.67,"body":"stuff, please review us. That"},{"speaker":"Matt Wolach","startTime":1619.25,"endTime":1622.67,"body":"helps us out. Really appreciate"},{"speaker":"Matt Wolach","startTime":1622.67,"endTime":1625.1,"body":"it. Thank you very much. Take"},{"speaker":"Matt Wolach","startTime":1622.67,"endTime":1625.1,"body":"care. We'll see you next time."},{"speaker":"Intro/ Outro","startTime":1630.97,"endTime":1633.55,"body":"Thanks for"},{"speaker":"Intro/ Outro","startTime":1630.97,"endTime":1633.55,"body":"listening to Scale Your SaaS."},{"speaker":"Intro/ Outro","startTime":1633.61,"endTime":1637.21,"body":"For more help on finding great"},{"speaker":"Intro/ Outro","startTime":1633.61,"endTime":1637.21,"body":"leads and closing more deals. Go"},{"speaker":"Intro/ Outro","startTime":1637.21,"endTime":1639.04,"body":"to Mattwolach.com"}]}