The View from Outside

I'm working with Marshall van Allstyne's students on a start-up business model. I've learned a lot just trying to transfer knowledge. It is the opposite of explaining to your Grandmother what you do for a living.

• The students use modern analogues that I didn't think would fit.
• Which helps me understand our product category. 
• They don't value distribution.
•  Which makes me rethink the sales cycle and cost of sales.
• They assume reaching people is easy.
• Which makes me rethink our marketing

It's all good.

"It will work. I'm a Marketing Genius."

That quote is attributed to Paris Hilton. Yes really.... 

Sometimes, the only cure for writer's block (or typist's demotivation) is just to give up on quality and just pour bad stuff onto the page.

You are going to edit it anyway. 

Early Customers are Easy

Your first sales prove almost nothing about your long term success. 

• Someone you know loves your product vision. 
• Because, you are highly connected to similar people.
• They have a budget line item for you. 
• Because, you use the pricing model of your established competitor.
• You don't need good marketing, channel, support or even sales tools. 
• Because, your best people are focused on making these sales.  

Your long-term success is predicated on learning from those early customers

• Why this is their point-of-pain.
• So you can imagine a _much_ better product or even a new category of solution.
• How they value you.
• So you can build a pricing model that puts your competitors at a disadvantage.
• What they say about you
• So you can help others Discover, Appreciate and Purchase your product.

Inspired by Rich Mironov's Keynote at Product Camp LA.