The conversation explores the topic of successfully selling into an existing market versus creating and selling into a new market. Frank Dimina shares his experience and insights on this topic, highlighting the shift in mindset and approach required when selling in a new market. He emphasizes the importance of understanding the customer's problems and offering compelling value that outweighs the inertia of business as usual. The conversation also touches on the recruitment process for building a team that can excel in market creation, the challenges faced in this journey, and the need for customer intimacy and community building. The key takeaways include the importance of curiosity, leveraging the resources available, and having grit and resilience as a seller.