Lassie: From Flying to 100 Dental Offices to $100M ARR Through Extreme Product Obsession with Steijn Pelle

Episode notes

Join Pete in conversation with Steijn Pelle, Co-Founder and CEO of Lassie, the AI healthcare admin worker transforming how doctors run their practices. Steijn and Pete dig into Lassie's fascinating journey from Steijn literally working in his dentist's back office to building a company on track for $100M ARR within a year. They cover Lassie's crazy commitment to product quality (they actually flew to 100+ dental offices nationwide to install their software!), their ruthless "say NO to most leads" ICP discipline, and why they waited until hundreds of customers before making their first sales hire. You'll love Steijn's stories about turning one delighted dentist into an organic growth engine, why they run 40-50 hour work trials for sales candidates, and their "Robinhood-style" waitlist approach that keeps them laser-focused on delighting every customer they take. Steijn's consumer growth background at Coinbase and Robinhood shaped Lassie's unique approach to B2B sales – focusing on turning customers into superfans rather than just closing deals.