Q&A: Tim Castle on The First Domino and How Indian Founders Can Create Momentum in 90 Days
- Tim Castle
- Sep 14
- 3 min read
Q1. Tim, you’ve worked with founders and sales leaders across global markets. Why do you believe landing the first client is the hardest but most important step for Indian startups today?Because the first client is the one that transforms an idea into a business. Without that first proof point, you’re just another startup with a pitch deck. With it, you gain credibility, case studies, referrals, and investor confidence. In India, where competition is fierce and reputation is everything, the first client becomes the anchor that others measure you by. It’s not just revenue—it’s momentum. That’s why I call it the First Domino: once it falls, everything else follows.
Q2. In The First Domino, you outline a 90-day framework. Could you break down what this looks like for a founder in Bengaluru or Mumbai who’s chasing their first big account?
The MAGIC framework is about connections, giving, and collaboration. For a founder in Bengaluru or Mumbai, this means resisting the urge to chase everyone. Instead, go deep with a handful of high-impact accounts, align your story to their pain points, and make speed your advantage.
Q3. Many Indian startups are well-funded but still struggle with traction. Why do you think the “capital without clients” paradox is so common here?
Because funding can create the illusion of progress. Founders build teams, hire sales leaders, and scale operations—before they’ve proven the core value in the market. Money is not momentum. Clients are. The paradox exists because it’s easier to raise capital than to win trust in the marketplace. The First Domino reframes success: traction comes first, scale second.
Q4. You describe your book as a mandatory GTM training tool for sales hires and revenue teams. How can Indian companies actually use it to train their people?
Companies can use The First Domino as a playbook for onboarding new sales hires. Give every rep the book on Day 1 and challenge them to apply the MAGIC 90-day framework to land their first client. Revenue leaders can run workshops where teams map their “domino accounts,” craft value narratives, and practice negotiation scenarios. The goal is cultural: to make momentum and traction a company-wide obsession, not just a sales target.
Q5. Negotiation is a big theme in your work. How should Indian founders approach negotiation with their first flagship clients—especially when credibility is still being built?
The biggest mistake is negotiating from a place of insecurity. Indian founders must remember: the first client isn’t doing you a favour—you’re solving their problem. The key is to anchor on value, not price. Build trust by listening deeply, framing your solution in terms of measurable impact, and being transparent about expectations. When credibility is thin, clarity and confidence become your strongest negotiation tools.
Q6. India is expected to produce the next 100 unicorns in the coming decade. What specific mindset shifts or tactical moves do you believe will separate the winners from the rest?
Winners will be the ones who execute fast, focus relentlessly, and build momentum early. The mindset shift is from “raise first, sell later” to “prove value now, scale after.” Tactically, it means prioritising flagship clients over vanity metrics, embedding negotiation skills in every revenue role, and treating the first 90 days as decisive. Those who master the First Domino effect will separate themselves from the noise.
Q7. Finally, if you could leave one message for India’s CEOs, sales directors, and entrepreneurs, what would it be about creating momentum in the early days?
Believe it is possible—and act like it’s urgent. Momentum doesn’t come from waiting for the perfect pitch or the perfect market. It comes from committing to land that first client, no matter what. Once you do, the dominoes fall: credibility, traction, scale. If you want to change your business trajectory in India—or anywhere—start with one client, one win, one domino. That’s how you build an empire.
Grab a copy of The First Domino, read on the weekend and implement on Monday. https://www.amazon.in/First-Domino-first-client-under-ebook/dp/B0FG1QJ1QQ
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