Truly great software companies are self-serve first. Let’s dig into this assertion and why it makes sense. “Self-serve” is a term I hadn’t heard before being recommended this excellent piece by Gokul Rajaram, but once I heard it, it immediately resonated with me. A self-serve product is one where a customer can go through the full product experience — from signing up to first use to activating new features to managing their account to upgrading and/or cancellation — all without ever needing to interact with another person… Self-serve first is when the entire company is built around self-serve, when self-serve is the core foundation of the company. Gokul explains four reasons why he thinks self-serve first is the way to go.