By Oliver Samwer, Max Finger
The industrial effect of high-growth startups is progressively expanding. by contrast heritage wisdom concerning new enterprise construction is among the key components for success.
This booklet offers hands-on classes for beginning, development and growing to be a profitable corporation. The learn relies on multiple hundred interviews with the founders and leader govt officials of America´s so much profitable high-tech start-ups in Silicon Valley and Massachusetts in addition to enterprise capitalists, funding bankers, attorneys and technologists concerned.
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Extra resources for America's Most Successful Startups
If you really want to get someone to do something, close the sale. If we want to communicate to people that the world’s oceans are in trouble, ask what you want the consumer and the audience to do. Do you want them to drown themselves or write a letter to a congressional representative? Q: Is brotherhood just like soap? A: A company looks to potential market demand when developing a product. People say, “If you build a better mousetrap, the world will beat a path to your door,” but that is not marketing.
That leaves us two choices: either we can try in vain to get them to see the world the same way we do, or we can work from their perspective. c01 3/7/06 4:57 PM Page 19 The Heart of Robin Hood Marketing tic. I am not saying that “keep America rolling” is the right approach or that every good cause should wrap itself in the flag and capitalize on tragedy in the name of crass self-interest. Rather, instead of pleading with people to think like us, we should ask them to take concrete action based on the values that already matter to them.
Every organization, including Nike, has a mission. It explains why we exist and guides our work. But to achieve that mission we need marketing. c01 3/7/06 4:57 PM Page 13 The Heart of Robin Hood Marketing statement; we need a clear idea of which people need to take which actions in order for us to achieve our mission. Robin Hood Rule 1 Go beyond the big-picture mission and focus on getting people to take specific action. For example, Nike’s mission is to bring inspiration and innovation to every athlete in the world (which by Nike’s definition is every person).