As Seth said: Marketing makes change happen. If there is no change, your marketing is not working.
So the key question becomes: what are we trying to change?
And not what we are trying to market. That follows almost automatically.
If we want to create change, we are applying marketing.
Marketing starts with focus 🎯 on what we want to change δ … Ask yourself this question and the rest can come later.
Marc Andreessen shared his views on Start-Ups back in 2007. I believe it is still very much valid…
As a start-up aiming for success, you are running an obstacle race 🏇🏼 towards Product/Market fit ✅.
Have a read and find out what role Product – Team – Market play in start-up success. And why you want to do what it takes to reach the holy grail 🏆: product/market fit.
Small decisions that can male a BIG impact 💥.
2 different ways to look at strategy & execution:
On one hand as a journey using a map 🗺 with precise indications 🔤
In this approach the all-knowing CEO 👨🏾🍳 figures out precisely where to go, how to get there and gives clear instruction to his employees what to do every step along the path.
It implies a static view of reality, an infallible “boss” and an army of robot-employees 🤖needing to avoid mistakes when following orders. Mistakes are not an option here.
On the other hand a journey using a compass ✨ combined with landmarks ⛩
Essentially a team-approach 🤝 where the vision on where to go is shared but not the details. Milestones ⛩ are agreed upon and function as landmarks. Each owns a responsibility to figure out and decide how exactly to reach them. Mistakes are part of the learning curve.
This view implies an ever changing world, full of opportunities. It comes with the need for critical, self-starting individuals that aim high 🏹, and therefore sometimes miss.
Which one is the “right” one?
Essentially this is up to how you view yourself and you view the world.
For me it is pretty easy. I very much enjoy working with a bunch of high-energy, strong-minded, smart people.
What about you 👉🏼?
So you wonder. Do I need to go to business school to be successful with my start-up?
Warren Buffets opinion:
Business schools reward difficult and complex behaviour more than simple behaviour. While simple behaviour is more effective.
It boils down to mastering the Art of Simple.
Simple will beat complex in the longer run. Always.
As a technology business we need to keep innovating 👩🏼🔬, test new products, build new solutions. Without it we stand still and die a slow/fast death.
Innovation needs money💰. Lots of it sometimes…certainly when operating at the higher end of the market.
So we are in a constant balancing act. ⚖️
A few things we have done over the years to get the balance right (and there is more):
Combining innovation + positive cash flow is more of an attitude 💪🏻 and culture 🤝 than a plan. But it is absolutely essential to be successful as a small company.
PS: quick reminder of why cash is king (beyond what you already knew…)