Gusto.

In their words

• Gusto's Path to Product-Market Fit — How Listening to Customers Built a $9.6B Company Gusto co-founder Tomer London looks back at how he and his co-founders found product-market fit for what was then ZenPayroll, starting with cold calls to small business owners. London argues that founders should seek rejection, watch for strong emotional reactions, and let customer conversations decide who they serve and what they build next.