Ever heard something like this?
“My startup is amazing!! This is going to be the Facebook/Uber/Airbnb of Micronesia!”
Or this?
“…the space is totally uncontested...we’ve got first mover advantage!”
PLEASE LISTEN. Don’t be that guy or gal.
If you want people to care, you’ll need to focus on something else instead.
People do care about something.
It’s true of you.
It’s true of me.
It’s true of Betty White.
It’s true of everybody.
People care about what you can do for them.
What do I mean?
Well let’s take a look at some of the studs on the market right now.
Why do people love Uber?
It reliably gets them from Point A to Point B, cheaply and easily.
Why do people love Airbnb?
It unlocks novel, inexpensive travel experiences for them around the globe.
Why do people love Robinhood?
It brings simplicity and ease to their fingertips in the previously arcane world of personal investments.
To call out my current company...why do people love Alignable?
For the first time in world history, we’re connecting small business owners by the millions on one platform to help them grow their business.
Big or small...you can look at any business you yourself love:
Why do I love my favorite coffee shop?
They offer me incredible coffee and tea along with friendly service in a fun environment...like sipping a jasmine green tea inside a former bank vault.
Why do I love my gym?
With world-class instructors and many of my favorite people on earth, it’s a place where I develop into a better martial artist and human being.
So why should I care about your startup?
Note:
I did not ask you why your startup was cool.
I did not ask about all the investors you are in “active discussions” with.
I did not ask about your projections.
I did not ask you about your fancy matching algorithm or the technology involved.
Also worth noting- the underlying lesson here holds true for business communications in general.
Trying to get a customer's ear?
Understand them and the problems they face. Listen. Be laser focused on what value your product or service can deliver to them.
Trying to get your employees motivated?
Explain why what they’re working on matters, tell the customer story, and what’s in it for them should it be successful.
So to summarize: Maintain a relentless focus on:
The “Why” and “who” (your specific customer and their pain)
If you do that, the what your startup is and how it does it will take care of itself.
Now back to your startup...
Why should I care?
:)