Editor\u2019s note:\u00a0Traction Watch\u00a0is a new column focused obsessively on growth, and is a companion to the\u00a0DEMO Traction\u00a0conference series, which brings together high-growth startups with high-potential customers. The next DEMO Traction will take place in Boston on September 16, 2015. Growth companies can\u00a0apply to present, or those similarly obsessed can\u00a0register here\u00a0to attend.\u00a0\n\n\n \n\n\n\nJared Fliesler spoke at\u00a0DEMO Traction San Francisco\u00a0last April. The former VP of Square -- who is now a general partner at Matrix -- was in charge of growth Fliesler\u00a0explained how the payment company moved so quickly up the ranks to $10 billion in processed payments.\nOne of his key tips was to find the status quo -- the accepted process or product -- and then make something better and more desirable. He says the best companies can be described in one simple sentence, and that your messaging needs to primarily build trust. He debunked the idea that \u201cif you build it they will come\u201d and said you need strong marketing. Testing markets is important, as is building awareness so that customers know how to find you easily. Watch the entire presentation below.