Business incubator UtrechtInc is deze week gestart met vijf nieuwe IT startups. Zij zullen, naast de zes wetenschappers die vorige maand bij UtrechtInc instapten, de komende 3 maanden deelnemen aan de Pressure Cooker. Het programma biedt intervisie, training en experts. “Daarmee…
Startups live and die by their ability to drive customer acquisition growth. Of course many startups are doomed to failure and can’t grow because they never reach product/market fit. But even with product/market fit, traction is tough. Startups are under extreme resource constraints and need to figure out how to break through the noise to let their target customers know they have a superior solution for a critical problem.
Breaking through the noise is very difficult when well-entrenched companies have the resources to dominate traditional channels. The best a startup can hope for in traditional channels is to siphon off a few early adopters that are always on the look out for the latest emerging solutions.
This resource-constrained desperation is exactly the scenario that Malcolm Gladwell suggests leads underdogs to extreme innovation.
Desperation Leads to Innovation
For meaningful growth, startups must completely change the rules of traditional channels or innovate outside of those growth channels. They are too desperate and disadvantaged to adapt to the old rules of marketing. They have to dig deep creatively, and relentlessly test new ideas. If they don’t figure it out quickly, they will go out of business.
Some people would just call this marketing. I call…