Humans are more alike than we think

Humans are very similar and we think we're very different. I think that maybe we were brought up differently, and so for example, in Brazil we like to dance. In Mexico, we like to dance salsa, in some places it's okay to hug and other places it's not okay to hug. Yes, there are cultural differences and it's important to love everyone and to adapt, et cetera, but a lot of these differences when it comes to core human behavior are that final 5% of understanding people.

Agencies are a good place to get things started. Even when I was consulting, I would, honestly, I'm a big believer in forward thinking, backwards planning. So, if I'm taking this contract on with this new client, what's the end goal for you?

I think it is easier if you have PLG from early on. If you are pure sales led, you try to add PLG, that's the harder thing to change basically.