Definition
A go-to-market approach where the founder personally runs early sales conversations, using their own credibility and direct customer feedback before any dedicated sales team exists.
No hired rep can sell the vision with the same conviction, or turn an objection into a product fix as fast, as the person who built the thing. The tradeoff is that it doesn't scale: at some point founder time becomes the bottleneck, which is the exact signal to start building the team out.
Where this comes from
Read: Why Founders Must Sell Before They Scale