We’ve all read the stories about how great start ups and emergent brands got their mojo. In hindsight it always seems so strategic, symmetrical and single minded.
This issue is hindsight. It will be something single minded and symmetrical that works. The problem is this: If we’re single minded from the start, and we get it wrong where does that leave us?
An old Chinese fishing proverb applies here: Cast the net wide.
Try everything.
Try everything quickly.
Find something that works.
Then stick to it in a single minded fashion.
Contrary to most modern marketing and entrepreneurial theories, we need to ‘get single minded, not start single minded.’
We never read about the 100 things any hero brand tried and failed with, only the winning strategy. So it all seems so perfect and well thought out. The truth is, most of the strategic wisdom arrives in hindsight. The more things we try, that greater probability we have of stumbling upon the right strategy – the one that works. But we should never fall in love with the plan before we commence.
It will all seem very strategic, symmetrical and single minded in hindsight.
Ah, yes, the wonders of 20/20 hindsight and post-rationalization. Everything looks so strategic and neat afterwards, but the reality is inevitably much messier and unclear at the time when decisions need to be made.
I find it useful to think of startup plans as ‘theories’ about what might work. It’s worth some time developing solid theories, but don’t endlessly finesse them – instead, get out there, test them quickly and at low cost, and then either kill, continue or expand them. And let history worry about making it look neat afterwards…
Thanks for your great input Xavier. Steve.