Underdog

Are you really prepared to win?

The burst of the .com bubble and Eric Ries’ The Lean Startup changed the way new products are built and launched. Incremental advances, staying lean and flexible and improving on the competition has been accepted—mistakenly as multi-billionaire investor and PayPal founder Peter Thiel notes in Zero to One—as dogma.

So, we cringe when occasionally we’ll hear startup founders say things about their branding, design and communication like: “What we’ve got is good enough” or, perhaps even worse, “we’re going to try and gain traction first and then we’ll work on addressing that”. SMH. Good luck with that.

The problem with that mindset is they’re disregarding their true differentiator and the most influential way to convert their target audience into an army of advocates, getting word-of-mouth to spread. They’re disregarding their way to win.

Disagree? Just look at any industry to see the value of branding. Is Nike wildly successful because their product is superior? Or, is it because their brand evokes a feeling of aspiration? Is Coca-Cola the most valuable brand in the world (77.8B—45% of their market cap) because of their recipe for cola? The list goes on.

Key Insight: Obviously pre-seed startups and those with very little capital should limit their investments and focus first on validating their idea. But if you’re a startup looking to gain traction and grow, brand building should be a key part of your marketing efforts.

More THOUGHTS

Why Startups Fail

Arguably the biggest reason of all is ironically the one that’s most overlooked.

Newsflash: No One Cares

Want to know what actually gets people to care? Hint: it’s not the tech 🙂

You’re in the Wrong Shoes

Why not focusing on your goals is the best way for you to achieve them.

The Wrong Kind of White Space

The necessary ingredient that all world-class design has.

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Let’s get the lay of the land.

Before we plan a strategy, we’ve got to know what the battlefield looks like. What are we up against?

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Victory has a price.

We don’t work for peanuts but it probably won’t cost you an arm and a leg either. In fact, you might even forget you paid us with the tremendous revenue that’ll be flowing in like the river Nile.

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Looks like you don’t have the dough to grow. So, we have to lower you into the vat of molten steel. Sorry. But hey, there’s a sequel. Follow us on twitter, bookmark us and hit us up when you’re ready to rise up.

Da-da-dun-da-dun. Da-da-dun-da-dun.

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