Build Internal Tools Faster Than Excel With Higher Order Primitives

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First principles thinking comes into play because our customer has always been the developer. Developers don't really want you to do professional services, they actually want to build things themselves. And so for some sort of a product, prior to an issue perspective, we always prioritize basically what are the building blocks that we canBuild internal tools faster rather than excel with higher order primitives. That was the very concrete, right? Very value proposition oriented. Yeah, that would not be a lot more effective. David: We never build anything for any one particular customer. When it happens, anything that we end up building for one particular customer ends up being used by maybe 30% or even 50%.

Todd Jackson is back on the mic to guest host another product-focused episode this week. He chats with David Hsu, founder and CEO of Retool, a low-code platform for developers building custom internal tools.

Today, Retool is valued at over $3 billion and has some of the biggest companies in the world building apps on its platform. But in this conversation, David rewinds the clock to Retool’s early days. He discusses why plenty of smart folks thought the idea for Retool would fail and that the product’s developer focus would sink the company.

We explore why David had such strong conviction in his target customer, even in the face of doubters, and his early lessons on finding language-market fit. David also explains how Retool nabbed its earliest customers (which includes Brex, DoorDash and a Fortune 500 BigCo) and shares his playbook for creating incredibly tight feedback cycles with these early evangelists.

On the surface, Retool’s path to product-market fit seems incredibly smooth. But as David tells it, there were plenty of bumps in the road — and he’s got tons of advice for early-stage founders that are finding their footing.