The market isn’t listening to you and you don’t know why.
Your product will change lives. Your company will make investors rich. Your idea has to spread.
But no one cares.
You can tell because every sale is a struggle, investors won’t return your calls and your customers aren’t telling their friends about it.
So you have two options.
The first option is to think like Sisyphus and keep pushing the boulder uphill. The second is to think like gravity and use the hill to make the boulder roll faster.
Are you Sisyphus?
Almost every startup starts out like Sisyphus. The problem is that most startups also end like Sisyphus, stuck in an infinite loop of toil and frustration.
How can you tell if you’re Sisyphus?
Because when you’re Sisyphus, it’s you versus the market. To win you have to do desperate things like buying advertising, tricking users into spamming their friends and making thousands of cold calls.
If you spend enough money and fight hard enough, you may be able to bully the market into submission. Bing advertised its way to a modest share of the search market. Plaxo spammed me until I tried it. A major nonprofit called me at dinner until they caught me at a weak moment.
The big guys can afford to bully the market. You probably can’t.
I know because I’ve tried this approach with startups like Anthillz and TicketLeap and projects like the Gigabit Genius Grant. I’ve seen the story repeated dozens of times in Philly Startup Leaders companies.
There’s no glory in winning this way and it’s a miserable way to lose. Fortunately there’s another way.
Starting a business shouldn’t be so hard
It’s a lie to tell entrepreneurs that starting a business should be hard. The lie goes something like this:
- Sales is hard, so when your prospects waiver, you should keep calling.
- Raising money is hard, so when investors blow you off, you should do whatever it takes to track them down and deliver your pitch.
- Generating traffic is hard, so when users sign up, you should ask for access to their email contacts so you can spam their friends.
The truth is that startups are only hard when you’re wrong about the market.
Here’s what I mean:
- Sales isn’t hard when your prospects love what you’re selling.
- Raising money isn’t hard when investors meet prospects that love what you’re selling.
- Generating traffic isn’t hard when your prospects can’t wait to tell their friends about you, blog about you and rave about you to the press.
In short, running a startup isn’t hard when people love what you’re selling.
Gravity makes things easy
Love works like gravity, it pulls the boulder towards you. Gravity turns the hill into an advantage.
People immediately knew they loved Hot or Not, Chatroulette and Mint and spread them like wildfire. People came to love PayPal and Flickr once those startups pivoted from their original business plans.
Paypal began as a way to transfer money between handheld devices before those devices were mainstream. Flickr began as a multiplayer online game that was much less compelling than the ability to share photos with others in the game.
PayPal and Flickr were wrong about their markets at first. When they got it right, their users loved them and gravity started working in their favor.
Gravity works the same way with causes. Philly Startup Leaders snowballed because startup entrepreneurs love being around each other and couldn’t help but talk about. I think the same will be true of the missioneurs movement once we find our voice.
How to find your gravity – Secret #1
The first secret to finding your gravity is knowing what gravity feels like.
When you feel yourself pushing a boulder uphill, you’re feeling gravity working against you. It’s not the inevitable struggle of a startup entrepreneur. It’s a fundamental problem with your startup.
Chances are you are solving the wrong problem for the wrong people. You may be presenting your product in the wrong way, but usually early adopters can get through presentation problems and find what there is to love about your product.
When gravity is working with you, you can tell. Early users rave about your product and send you new users who then send you more new users. Investors seek you out because you’re getting traction and people are talking about you. Bloggers profile you because they want to capitalize on your buzz.
Maybe you think your startup is different and can’t work like this. In fact, the opposite is true. It’s almost impossible to make a startup work any other way.
How to find your gravity – Secret #2
The second secret to finding your gravity is pivoting as soon as gravity is not on your side.
If gravity is not working for you, your first pivot should be to expose your product to new markets. Someone out there might love your product–you just picked the wrong audience.
You can run quick trials in new markets using hand-to-hand sales and marketing. Gravity will tell you when you get it right.
If gravity still isn’t helping and you aren’t finding passionate customers in any of your markets, it’s time to make your second pivot—a product pivot. A product pivot is when you fundamentally change your product to solve a different problem.
Product pivots are really hard to get right and require trial and error. The best systematic approach I’ve found to choosing your product pivots is the Lean Startup Methodology, pioneered by Eric Ries and Steve Blank.
You’re only going to have time and money for a few product pivots before you die. So the goal here is to choose wisely and pivot quickly.
The bottom line
It’s hard to make the right choices with product pivots. Even the best startup entrepreneurs are wrong more often than they are right, and sometimes they sink their startups in the process.
It’s just part of the game.
What’s tragic is when startups die because they don’t know when to pivot. It’s tragic because it’s more common and totally avoidable.
If you’re struggling to sell, it’s time to pivot. If your users aren’t telling their friends about you, it’s time to pivot. If the press doesn’t want to write about you, it’s time to pivot.
The bottom line is this: Your life as a startup entrepreneur shouldn’t suck. If it does, that should tell you something.
Gravity speaks loudly. Listen to it.