Over his decade-plus at Microsoft, Eugenio Pace became an expert in cloud computing and identity management, co-authoring several books on the topic. His drive to solve the problem of identity management for fellow developers inspired him to start a company of his own, Auth0, in 2013. Over eight years, he scaled the company into a trusted global brand, leading to a 2021 acquisition by Okta in a $6.5 billion dollar deal. Today, Eugenio is the President of Customer Identity at Okta, serving Auth0's and Okta's combined customer base. Eugenio shares why they decided to offer parts of Auth0 for free, why he attributes his success to a CEO development program, and why he felt like it was the right moment to sell his company—even though Okta started courting him years prior.