The only time that it makes sense to blitzscale is when (whether for offensive or defensive reasons) you have determined that speed into the market i… - Reid Hoffman

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As Paul saw it, the projections, the spreadsheets, the grand marketing plans were all secondary. First, you had to build something that a tiny cohort of users would love. If they loved it, presumably millions of others would, too. And since love tends to be shared, your product or service would have the best kind of marketing, the kind money couldn’t buy — and it would grow and grow. Paul’s point was that in order to build something Brian’s core user would truly love, he needed to meet them where they live — literally. He had to talk to them, listen to them, watch them, and try his best to understand them. And as Paul told Brian, this was the moment to seize that opportunity. “It’s the only time,” Paul said, “you’ll ever be small enough that you can meet all your customers, get to know them — and make something directly for them.” In 2013, Paul would codify this advice in his famous essay “Do Things That Don’t Scale,” which also serves as #6 of my Counterintuitive Rules of Blitzscaling.

Ideally, most of the top executives of a company should be on Foundational tours.