Timing and regulatory mandates create tailwinds that allow new entrants to capture market share from incumbents, even in established categories.

8:19the the world of transportation, long-haul trucking, right? Um you know, prior to like 2016, uh they had these manual logbooks. If you were driving a truck and you stopped to take a break, you would write down in your logbook, I had just drove for 4 hours, now I'm taking a 20-minute break, and then then you drove for 2 more hours and you stopped for lunch. And if you

8:38got pulled over by highway patrol, they would ask to see your logbook and they'd audit and make sure you weren't driving too long. It was a it was a safety regulation. And in the US, roundabout 2016, they implemented this ELD mandate, right? And stands for electronic logging devices. And the idea there was, hey, we can use technology to actually track when the vehicle's moving and when it isn't and

8:59are they taking enough breaks and so forth, right? Take the human uh and and and data element out of it, um the human element rather. And and so you know, over a 2-year period, that was basically implemented between 2016 and 2019 with various phases of of sort of compliance. But what it did is it it provided this huge tailwind for anybody making these electronic logging devices. And we just happened to be one of the

9:22newer companies doing it. And there were some very very established players, right? AT&T had a solution, Verizon had a solution. There were a number of companies that were in sort of a you know, hundreds of millions, half a billion in revenue already doing this. And you know, rising tide floats all boats. It helped everybody. But if you were a new entrant into the market, like we were at Samsara, it really helped

9:41because basically the entire industry all of a sudden had to find budget to go out and and buy these things. And a certain percentage of them, you know, clearly would say, "Hey, let's check out what's new out there. Are there any new entrants into the field?" And so it really helped kind of, you know, give us a a boost. >> How did you navigate like the the social

10:00proof side of that? Cuz like, you know, I think the casual observer might think about that and say, "Okay, wow, this is regulated. Like we can't screw this up." So you probably have to go win, I don't know what the largest long-haul trucking company is. I'm trying to think of the ones I see on the freeway, but in any event, you probably have to go win that

10:14one. But it doesn't sound like that's what you did from what I understand. It's not what you had to do. So how did you navigate that social proof element? >> Yeah. Well, I think you know, I would maybe I'm doing a little bit of disservice to to the amount of strategy that went into this, but there wasn't a lot of strategy that went into like do we chase

10:31lighthouse accounts or do we go after land grab? >> Who's willing to pay us? >> We kind of listened to our customers, right? And and it doesn't take too many cold calls into the largest trucking and transportation firms when you're you know, 18-month-old company that they've never heard of to hear, "We're not buying you." Click. To figure out, hey, you know, who can we sell to? And you