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Are the best startup ideas those that come from years of experience in a particular field, making something with which you’re immensely familiar? Or should they come from left field, allowing you to bring a new, and often disruptive, perspective to bear on an industry that needs some shaking up? It’s a tough dilemma, forcing you to choose between the predictable familiarity of evolution and the bloodshed and transformation of revolution. In this session, Sendgrid’s Isaac Saldana will discuss getting from the fundamental idea to the earlysteps of execution, drawing on his experience launching and growing three very different startups.