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.
Be sure to read pillar one before diving into this article:
Being honest opens the door to a hidden superpower: confidence. Because of their honest nature, rebels exude confidence. Why is that? When you consistently tell the truth, you get really good at it. Unlike their deceptive counterparts who constantly have to watch their words to make sure the lies add up, an honest person can speak the truth with the same effortlessness as drawing a breath.
Furthermore, because of their willingness to accept the truth that things are imperfect, rebels can be themselves without feeling the need to impress other people. It's confidence that allows a rebel to say, "I don't have a Ferrari, I don't have 50k followers on Instagram, and I'm not a millionaire, but it doesn't matter to me. I'm still going to get out there and make a difference."
As the old adage goes: confidence is not having everyone like you, it's the ability to be yourself whether people like you or not.
Rebels are honest.
Rebels are confident.
The influx of social media has created a vortex of lies. Lies about how many followers you have, lies about how well your life is going, lies about the good a company does for the world, lies about how cool you are. But rebels are not like that. Rebels are honest.
What does that mean? Honesty is telling the truth regardless of how it makes you look.
This means putting aside vanity metrics in exchange for something deeper and more meaningful. It means being real when you mess up. It means giving accurate descriptions of what you could do for someone, instead of boosting your capabilities. It's having the courage to stand before the facts available and admit that things could improve. The beauty of that is that you can genuinely move forward rather than living a lie that everything is perfect.
Rebels are honest.