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Who Wins if You Win? The Power of Champions and Gatekeepers

Who Wins if You Win? The Power of Champions and Gatekeepers

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Vasily Alekseenko
February 12, 2025

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Who Wins if You Win? The Power of Champions and Gatekeepers

Most founders focus on one thing: selling to their customers. But here’s a secret that can change your entire growth strategy:

🔑 The people who buy from you aren’t always the ones who help you scale.

There are two powerful forces that can accelerate your business beyond direct sales:

Champions – People who actively promote your product because they believe in it.
Gatekeepers – The ones who control access to your target customers.

Ignoring these forces is why many startups struggle, even when they have a great product. Let’s break it down.

Your Customer Is Not Always Your Best Salesperson

Many startups assume that once they sell to a customer, that person will naturally spread the word. Sometimes that happens. But more often, real growth comes from those who benefit when you win.

For example:

A personal trainer sells fitness plans—but gym owners are the ones who want members to succeed.
A tutoring company helps students—but parents, teachers, and schools are the ones who make the purchasing decision.
A fintech app helps freelancers—but accountants, banks, and software companies have an incentive to push it.

In every market, there are people who have a vested interest in your success. They may not be your end users, but they have access to them—and if you get them on board, they can unlock massive opportunities.

Champions: Your Free Sales Force

A champion is someone who actively promotes your product because they believe in it. They don’t just buy from you—they convince others to buy.

🔹 Who are natural champions?

Power users who love your product and talk about it.
Industry experts or influencers who gain credibility by associating with you.
Investors and advisors who benefit when you grow.
Early customers with strong networks who can refer others.

🎯 How to turn champions into an asset?

Make it easy for them to share. Give them referral links, content, or stories to tell.
Reward them. Give them discounts, perks, or just public recognition.
Feature them. Highlight their success stories to amplify their voice (and yours).

Example: Dropbox exploded in its early days by turning users into champions with a referral program that rewarded both parties—free storage for every friend invited.

Gatekeepers: The People Who Control Access

Gatekeepers aren’t your customers—but they decide whether your customers can buy from you. If you don’t work with them, they can slow you down—or block you entirely.

🔹 Who are common gatekeepers?

Retail buyers (if you’re selling physical products)
Procurement officers (in corporate sales)
Regulators & industry groups (in highly regulated industries)
Doctors, trainers, teachers (for health, education, or coaching products)

🚧 Why do gatekeepers matter?

They control distribution. If you’re a food startup, Whole Foods or Tesco gatekeepers decide if you ever get shelf space.
They create trust. Customers listen to doctors, teachers, and advisors more than they listen to ads.
They enforce rules. Many industries require approval before you can even sell.

🔑 How to get past gatekeepers?

Understand what THEY want. Your success isn’t their priority—but if you align with their goals, they’ll open doors.
Use credibility markers. Testimonials, data, or regulatory approvals make gatekeepers feel safe saying yes.

Find a backdoor. If one gatekeeper blocks you, is there another route? (Example: Instead of getting into big-box retail, some brands explode through direct-to-consumer sales first.)

The Hidden Growth Strategy: Find the Win-Win-Win

Instead of thinking only about how to sell to your customers, ask yourself:

💡 Who else wins if I win?
💡 How can I align my success with theirs?

The best startups don’t just sell a product—they build an ecosystem where success benefits multiple players.

🚀 Example: Tesla didn’t just sell electric cars—they built an entire network of stakeholders (governments, battery suppliers, and renewable energy companies) that benefited from their growth.

If you want to scale faster, look beyond the obvious. Champions and gatekeepers are everywhere—you just need to find the ones who can help you win.

This post is based on insights from the MIT course “Nuts and Bolts of New Ventures.” You can watch the full session here for even more lessons.