B2B SaaS go-to-market pattern: sell a small, cheap, high-value foothold into one team at an account, then expand inside that account as usage and trust grow — more seats, more teams, bigger contracts. Pioneered at companies like Slack, Atlassian, and Datadog, where bottom-up adoption bypassed traditional top-down enterprise sales. Directly relevant to both FeatureOS (land on a PM's desk, expand to product org) and SupportWire (land on a support team, expand across support, success, and ops).