To get a large effect, one approach is a linear approach by going for the head.

"This one customer would be 20% of our value, let's go directly to them".

This is inherently a linear-at-best approach.

Another approach is to go with the smaller ones and surf upwards by creating a network effect.

Go for the easiest ones now in a way that makes it easier and easier to bring others on board in the future.

Seems backwards, but in many cases, momentum makes it easier to land more customers.

So starting with the easy ones and developing momentum makes it more likely to capture more value.

It feels backwards though!

"Why are you going after the small fish?"