BoSUSA25 | Art Koenig | Land and Expand? Oh, Really Now

BoSUSA25 | Art Koenig | Land and Expand? Oh, Really Now

• 1.
  Land and Expand? Notso Fast Art Koenig xGEL Data Systems Presented at Business of Software USA 2025
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  D-Day 6 June1944 Public Domain National Archives Identifier: 195515 Where You Want to Go Where You Are Now
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  Innovators Early Majority Early Adopters Laggards Late Majority After Everett Rodgers(1962), Lee James and Warren Schirtzinger /Regis McKenna (RMI) (1989) , Geoffery Moore (1991) Technology Diffusion Theory 101 The People Who Adopt “Your Stuff”
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  The Chasm aka “TheMoat of Despair” aka “ The Valley of Death” What’s a computer? Finance Capital Overlord Territory Wild West Black Ops Mad Professor True Believers Visionaries Mad Professor True Believers Mad Professor True Believers Visionaries Mad Professor True Believers Visionaries Mad Professor True Believers Innovators Early Majority Early Adopters Laggards Late Majority After Everett Rodgers (1962), Lee James and Warren Schirtzinger /Regis McKenna (RMI) (1989) , Geoffery Moore (1991), Art Koenig (2025) Technology Diffusion Theory 101 Goat Ropers & Cat Herders Finance Capital The People Who Adopt “Your Stuff” 1
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  The Chasm aka “TheMoat of Despair” aka “ The Valley of Death” What’s a computer? Finance Capital Overlord Territory Wild West Black Ops Mad Professor True Believers Visionaries Mad Professor True Believers Mad Professor True Believers Visionaries Mad Professor True Believers Visionaries Mad Professor True Believers Innovators Early Majority Early Adopters Laggards Late Majority After Everett Rodgers (1962), Lee James and Warren Schirtzinger /Regis McKenna (RMI) (1989) , Geoffery Moore (1991), Art Koenig (2025) Technology Diffusion Theory 101 Goat Ropers & Cat Herders Finance Capital The People Who Adopt “Your Stuff” 2
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  The Early AdopterPsychographic Mgt. Close to Ground Ops Minimal IT Tail Lean Staffing Hungry Few Flagpoles/Silos Little Inertia Understand Value-Added Ecosystem Partnering They Write the Checks Very Willing to Change Process Short Pain Path/JTBD Struggling Moment Accept Primary Solutions/MVP (Minimum Viable Product) Wild West Black Ops Early Adopters M ad Professor/True Believer Territory Innovators
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  The MVP
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  They Don’t Talkto Others Mgt. Close to Ground Ops Minimal IT Tail Lean Staffing Hungry Few Flagpoles/Silos Accept Primary Solutions/MVP aka -Minimum Viable Product Little Inertia Understand Value-Added Ecosystem Partnering They Write the Checks Very Willing to Change Process Short Pain Path/JTBD Struggling Moment Wild West Black Ops Early Adopters M ad Professor/True Believer Territory Innovators The Early Adopter Psychographic
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  Wild West Cowboys TheSoftware Team The Helper The Check Writer Vision, Business Process Architecture, Coding, Crowd Control, Brake Pumper, Stoked, Target Business Domain Knowledge Stress Relief – Dispute Resolution, Chill Just wants cat food Crowd Control, Coding, Data/DB Architecture, Business Domain & Process Architecture, Vision Control, Racehorse, Stoked Financial Overlord True Believers True Believer
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  Benefits and Drawbacksof Plant and Grow S L O W  C O N T R O L - YOU Train the Market  C O N T R O L - No Finance Capital Overlord(s)  C O N T R O L – Fewer Goat Ropes  Time to Think  Time to Adjust  Controls “Rush to Failure” ( Note this does not say “Eliminates”)  Meetings are “In-the-Mirror” Reduces/Controls Burn  You get to play in your own sandbox  Can Get Lonely
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  This Texas LiveOak is about 100- 150 years old Photo Taken in the Texas Hill Country This tree is the result of Plant and Grow S l o w … And LUCK
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  Benefits and Drawbacksof Traditional “Land and Expand”  Market Penetration  Shade Casting/Segment Dominance (e.g. Sbks)  Attract Investment Capital  Attract Investment Capital  Potential Big Crash Landing  Lots of Cool Meetings & Cat Herding  Complexity on Steroids/Goat Roping/Puppy Frenzy
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  A fast-growing ready-to-die Arizona Ash (akaArizona Trash) ~ 20 years old. Photo Taken Sept 2025 San Antonio Texas
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  Incipient Puppy Frenzy~ aka Texas Goat Rope/Cat
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  Land and Expand? or Plantand Grow Slow? Regardless … Don’t Be “That Guy”