Uploaded June 2026 | Updated September 2026, 3 weeks ago
When most founders look for customers, they reach for cold email and automation tools. But your first 10 customers almost never come from a tool. They come from you, working your warm network and doing the unscalable things most people won't.
In this episode of Startup School, YC Visiting Partner Max Kolysh breaks down the real tactics for getting those first 10 customers — where your buyer actually spends their time, why showing up in person wins, and why doing it yourself is your biggest advantage right now.
Apply to Y Combinator: ycombinator.com/apply
Work at a startup: ycombinator.com/jobs
Chapters:
0:00 - Why the first 10 are different
0:54 - Where does your buyer actually spend their time?
2:45 - Customers 1–3: work your warm network first
4:20 - Get in the room: show up in person
5:14 - Conferences and founder dinners
6:15 - Find where your customers complain online
7:30 - How to go outbound: Apollo, Clay, and LinkedIn
8:35 - Frame outreach as advice
10:20 - Writing outreach that sounds human
13:15 - Recap: The first 10 come from you
When most founders look for customers, they reach for cold email and automation tools. But your first 10 customers almost never come from a tool. They come from you, working your warm network and doing the unscalable things most people won't.
In this episode of Startup School, YC Visiting Partner Max Kolysh breaks down the real tactics for getting those first 10 customers — where your buyer actually spends their time, why showing up in person wins, and why doing it yourself is your biggest advantage right now.
Apply to Y Combinator: ycombinator.com/apply
Work at a startup: ycombinator.com/jobs
Chapters:
0:00 - Why the first 10 are different
0:54 - Where does your buyer actually spend their time?
2:45 - Customers 1–3: work your warm network first
4:20 - Get in the room: show up in person
5:14 - Conferences and founder dinners
6:15 - Find where your customers complain online
7:30 - How to go outbound: Apollo, Clay, and LinkedIn
8:35 - Frame outreach as advice
10:20 - Writing outreach that sounds human
13:15 - Recap: The first 10 come from you
