How Gusto's Founder Discovered PMF Through Relentless Customer Cold-Calling

Tomer London, Gusto's co-founder, shares how persistent cold-calling to small business owners revealed that SMBs were the true product-market fit, not enterprises. By locking himself in a closet and making rejection calls to potential customers found on Yelp, London learned to recognize authentic customer demand signals versus polite dismissal from enterprise prospects.