Customer Culture

Every early stage startup knows the importance of company culture. There’s no shortage of books and advice on the subject. The attitudes and motivations of early employees are amplified as the company grows. Setting the right culture from the start is critical to scaling the team successfully.

Equally important (but less known) is that this also applies to customers. Naturally as the first few are onboarded, the team and the product will be affected by their attitudes and motivations. When aligned with your company, the right customers will accelerate everything you do. The wrong ones will set you back.

Startups should evaluate and seek early customers with the same care they apply to early employees. You want to find valuable allies that you can trust with your product.


Are you building a SaaS startup? At Human Collective, we partner with small teams to develop and grow early products.