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Startups Start With Why [book] via Simon Sinek TEDTalk

Music For Startups
Listening to Simon Sinek read Start With Why during my drive to the James Cancer Center in Columbus it struck me that this book may be more important for startups than Eric Ries' Lean Startup.

I'll use our founding of Curagami as an example. Had I read Sinek's book before reading Ries I would have altered my startup's (http://www.Curagami.com ) process. We jumped right into the HOW and WHAT of the company giving up our WHY much too easily.

This means more WHY work was required. A company''s WHY, the reason it exists, needs to inform everything from strategy and tactics (it's HOW and What) to who the company hires. Sinek notes how companies with clear WHYs such as Southwest and Apple KNOW WHO TO HIRE.

He discusses something called The Celery Test. Imagine you are at a party and four people suggest products your new company should sell:

* M&M's.
* Rice Milk.
* Oreos.
* Celery.

You follow your friends' advice and buy all of those items in order to do market research. Someone observing your checkout wouldn't know what YOU or by extension your company was after. Now imagine your WHY is to create a company that promotes health.

Instantly we know your visit to the grocery store will only include 2 of the four products. Your WHY defines the boundaries needed to focus your research. Your WHY informs or should inform every aspect of what you do.

Sinek's ideas are so clear and consistent with Curagami's vision we will be sharing more details about the collision of favorite ideas (Gladwell''s Tipping Point, Moore's Chasm and Kim's Blue Oceans) soon. If you are creating or thinking about creating a new company read Start With Why AND The Lean Startup.

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Paul Ka's curator insight, January 29, 2:52 AM


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Suggested by Agnipravo Sengupta
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Basic Marketing Strategies For Startups

Basic Marketing Strategies For Startups | Startup Revolution | Scoop.it
Marketing is one of the most important features in a business. A good marketing strategy makes a business look more appealing and gives it a larger exposure. It gives a jumpstart and makes the owner a better marketer.
Martin (Marty) Smith's insight:

"Basic" Startup Marketing
The linked post provides a good overview of "basic marketing" strategies. Startups have some different needs. The nature of being a startup is some things that many businesses know startups do not.

Startups are organic, quickly evolving and strategies must keep pace. Here are 5 Startup Marketing Tips Not covered in the post:

Marketing For Startups

1. Uniqueness - What is your "Unique Selling Proposition" or USP?

2. Values - Who are you and what principles guide your actions.

3. Flexible Tactics by estimated ROI (how will you make money now?).

4. Brand Persona & Values - what UCA (Unique Customer Aspirations) does your brand promote (see Stengel's Brand Ideals here: http://sco.lt/8RPl7x ).
5. Save The World - how is your marketing related to saving the world in some meaningful and measurable way?

You can think of each of these five ideas as stories you need to tell, stories you must be able to tell in an elevator, at dinner or in passing. What and who you are must be automatic and confident. Know these 5 stories and your startup can create winning marketing, marketing that is aligned, concise and clear.


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Martin (Marty) Smith's comment, August 9, 2013 2:42 PM
Thanks Jan :). Marty
Agnipravo Sengupta's comment, August 11, 2013 1:51 AM
Hey Marty, it's so awesome to know that you liked my write-up... Thank you!!
Angela Heath's curator insight, August 19, 2013 2:16 PM

I'd add to this....share with customers what you know about them...without telling them directly -- naturally.  It's important to let your market know you understand and feel their pains.  It's great when you share there pain.

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How Your Unique Greatness Meets Customer Aspirations To Scale Your Startup - via @AtlanticBT

How Your Unique Greatness Meets Customer Aspirations To Scale Your Startup - via @AtlanticBT | Startup Revolution | Scoop.it

Know thyself is great Internet marketing advice and this post helps explain how to define your Unique Selling Propositions and Unique Customer Aspirations.

UCA is the startups secret weapon. When you are aligned to UCA your startup scales. When your ideas are out of alignment or not communicated well (been there, done that) your startup doesn't scale.

Wrote this piece for Atlantic BT during my tenure as Marketing Director.

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Viral Marketing Lessons Learned Launching $60M Magnetic Poetry Kit

Viral Marketing, the art and science of creating marketing that springs legs and walks around the world, has never been more important or urgent. These slides share a HOW TO extracted from hard won lessons launching what has become a $60M mega-viral specialty gift. 

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Amelia Molly's curator insight, May 23, 2013 6:25 AM

Viral Marketing