You go to where your customers are. If you’re building for yourself, find people like you. If you’re building for someone else, reach out to them cold, then ask

You go to where your customers are. If you’re building for yourself, find people like you. If you’re building for someone else, reach out to them cold, then ask them to refer you to people like them. If you’re building something they want, they will refer their friends. The best book on the subject is the “Startup Owner’s Manual.” If you’re starting a B2B company, try “Lean B2B.”