Look at public software companies and very few ever crack half a million dollars in average contract value, and that gap is where forward deployed engineering lives. Kevin Bai's 101 starts from the shape of the deal: when your buyer is not technical and the thing you sell is not a finished product they can pick up and configure themselves, you cannot just ship software and walk away. You loan them engineers who build a real solution on top of your platform, so the customer is neither buying a product nor a ...