Building Product-Market Fit Through Customer-Centric Listening: Gusto's Journey to $9.5B Valuation

Tomer London shares how Gusto achieved product-market fit by obsessively listening to small business customers through cold calling and relentless customer discovery. The company evolved from a narrow payroll product into a comprehensive SMB platform serving 400,000+ businesses by recognizing the strong demand signal from small businesses versus enterprise platforms. London emphasizes that true PMF feels like 'pulling a rope, not pushing a rope' and requires founders to seek rejection as a learning mechanism.