There is a direct correlation between a marketer's genuine excitement for a campaign and its eventual performance. Passion leads to higher quality execution, more interesting ideas, and authenticity that resonates with the market. Teams that are just “punching a clock” will produce mediocre work that fails to break through the noise.
Encourage team members, not just founders or marketers, to build their personal brands by publicly sharing their learnings and journey. This creates an organic, multi-pronged distribution engine that attracts customers, top talent, and investors. It's a highly underrated and cost-effective go-to-market strategy.
As AI and no-code tools make software easier to build, technological advantage is no longer a defensible moat. The most successful companies now win through unique distribution advantages, such as founder-led content or deep community building. Go-to-market strategy has surpassed product as the key differentiator.
The sign of a truly “culty” brand is when customers integrate it into their core identity. A simple test is to ask: would a user proudly display their affiliation with your company in their social media bio? This signifies a shift from a transactional customer relationship to one where users are members and evangelists of a movement.
Forget the unicorn obsession. Focus on building an “elephant”: a durable company defined by three traits. 1) Community Obsessive (customers are “members”). 2) Purpose-Driven (changing an industry, not adding a feature). 3) Building in Public (founder is the face). This framework prioritizes resilience and cult-like followings over vanity metrics.
Founder-market fit isn't about resume alignment; it's about a relentless obsession. The litmus test: could you talk about your company's mission for an hour at Thanksgiving without getting tired? This deep passion is a prerequisite for building in public, recruiting top talent, and winning in a crowded market.
Raising venture capital is often a network-driven game. If you don't already have a network of VCs or a clear path through an accelerator, your focus should not be on fundraising. Instead, dedicate your effort to building a product people want and gaining traction. VCs will find you once you have something compelling to show.