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Do Hard Things Podcast With Michael Assraf

Tuesday, August 18
4:53 PM UTC
41:12
Video Episode
Michael Assraf spent nine years building Vicarius, a cybersecurity company he co-founded in Israel in 2016 and led through $60M in funding. Then he walked away from it to start over in a market most investors can't define. In this episode with Gabe and Lexi, Michael explains why. Software replacing software is a pattern we've seen for decades. Software replacing services is something else, and he thinks it's the biggest shift since the industrial revolution. That view took him to managed service providers: the outsourced IT firms that keep small businesses running, squeezed between rising vendor costs and rising labor costs, working with tools designed 20 years ago. He also gets specific about what he's doing differently the second time. Distribution before product. A community built before there was anything to sell. And a rule about not handing off go-to-market until the sales motion is repeatable, because trying it earlier is what failed at his first company.
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