Startups frequently align with the idea that you need to be absolutely perfect before you launch your product/service. That's a surefire way to never make progress.
Part of me thinks it's because they want to be seen as the best and idealized, rather than being something good.
I'll be honest, I know my website could improve. I know I launch articles and newsletters with spelling errors. I know that I sometimes forget pieces of information that would have made a difference in a sales call. But we cannot go on expecting that everything has to be, or will be for that matter, perfect.
It's as if startups conflate being vulnerable and human with being undesirable. That fear of being undesirable is a dragon, snarling and biting, waiting to inevitably breakdown your door and consume you rotisserie style.
Screw that, take the offensive. Launch with imperfections, bumps, and blemishes to say, "we are not perfect, but we will continue to get better."
Slay the dragon.
This is the fourth article in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Please read the first article, second article, and third article, before jumping into this one.
You know what the alternatives are, you know the special things that your startup unique, and you've established what makes that valuable. All of these are great, but fall to pieces if no one buys.
The first approach most startups will take in finding customers is shotgunning any and every kind of market. Decent plan of action if you have time to experiment. Truth is, hardly anyone is capable of making this happen effectively, especially when concerned with time. It makes sense to be hyper-focused and test with less variables that you can either pursue further or pivot away from.
Because you need to communicate and trigger a response from someone who cares. Someone who feels that the solution you bring to the table is worth more than the dollars they will pay for it.
How do you do that? You think about them and craft messages around them that fit within their lifestyle.
What kind of person are they? Where do they work? What do they do for fun? What about their life sucks that they want to fix? Your goal is to get to know someone and find out if the solution you provide is of use to them. If not, it might be time to switch.
Tactically, you can do this with interviews within a particular segment or you can think of aspirational personas. The point is to have someone to make stuff for and be targeted. You're chances of hitting something become a lot higher if you know what you're aiming for.
Giving startups confidence is my mission. While this is related to design because that's the medium I've experienced these phrases through, it's applicable in other areas like pitching and sales.With that in mind, here are two phrases that make your startup sound desperate.
I just need...
This is a red flag as it implies that you are unaware of the gravitas needed for whatever you're asking for, or that you are aware and are trying to belittle the investment needed from whoever you're asking.
What to say instead:
I need to (task goes here), how can make it happen?
Damn, look at you and your confidence. This phrase is what would come from someone who is ready to partner up. They know what their goal is and they aren't trying to make it seem insignificant. Because if it was insignificant, they wouldn't care.
It's a simple site/logo/brochure/investment/whatever...
If it was simple you'd do it yourself. Don't bullshit. The truth is that simplicity is the greatest form of sophistication. Making something simple is hard and the fact that you're asking for help shows it.
What to say instead:
I need to (task goes here), how can we make it happen?
Notice a pattern forming here?
Look, the point is that asking for stuff is hard and it takes courage. But trying to belittle what you're asking for makes the results you want to achieve seem far fetched and not worth the effort.
Ask for things with confidence and be ready to accept answers you don't like. It will get you to the good ones.