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Introduction
Why SMBs require unique software solutions
The level of specificity required when building for SMBs
Finding Square’s form-fitting solution
Building vertical versus horizontal SaaS
Inside Square and Gusto’s decision making framework
How to build horizontally from a wedge product
Using the Three Horizons Model
How to craft a compelling vision for products
How to assess Horizon 3 bets
How to give employees the freedom to try things
Creating a risk-taking culture
Essential advice for new PMs
Common thread with bad product pitches
Applying the Horizon framework at Gusto
Developing good product sense
5 signs of great product sense
Why product sense is like athletic ability
How to ship faster without increasing headcount
People who had an outsized impact on Michael