BetterUp CEO Alexi Robichaux jokes that the company’s initial business model led to “the worst app ever built.” Humbled by that mistake, he and co-founder Eddie Medina pivoted BetterUp by returning to their original gut instinct: connecting professional coaches directly to consumers. That decision, in turn, led to another major insight. By pursuing an enterprise model rather than a consumer model, they found, they could make the product work better for everyone.