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How to Pick a Vertical for Growth | Paul Burani
Selling to more industries doesn’t always mean more growth. But picking one isn’t automatically the answer either.
Paul Burani helped lead Google’s billion-dollar automotive business as it grew 21%, then helped turn around Foursquare’s automotive vertical, growing revenue by 93%. He and Karl Ortmanns get into how companies should choose their markets, when verticalization makes sense, and why industry alone isn’t enough to define your ideal customer.
Investors tell founders to pick a lane. Paul doesn’t disagree with the principle, but he challenges how companies make that decision. An…
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