I love this article David. It's exactly the journey I'm on right now with my startup, makeuptalent.com. I'm starting with one hook (makeup artists want a better website and SEO), but as I speak to more customers, I'm realizing there are other areas of their business (makeup services) that isn't being adequately served.

One artist I spoke to recently said she would like get into a group buy for makeup, something I considered but wasn't making a priority.

The early process is much more about discovery and exploring revenue possibilities and it only looks correct in hindsight, after the startup hits market fitness.

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Please say more about "the consumerization of the enterprise" when you get a chance. Many thanks.

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