**Bonus - Analysts matter - I know. We all want to poo poo the analyst firm. But the truth is that they matter. Because when your startup grows up it will have big customers, that are not in tech, who turn to the analysts for advice. And while you are too busy to deal with a briefing, your competitor is in the wave or quadrant and you are not even listed. You are right, analyst outreach is not for every company, at any stage. However they are great for lead gen and reaching your core customers. Are your customers reading and paying analyst reports? Gartner wouldn't be in this business if no one was.