IF YOU WANT TO GROW YOUR BOOTSTRAPPED STARTUP INTO A SUSTAINABLE BUSINESS WITH REAL CUSTOMERS (AND REVENUE), CREATING A PASSIONATE MOVEMENT IS THE BEST WAY TO DO IT.
Whether you’re designing athletic shoes, a new iPhone application, or multi-million dollar wind turbines, the goal of every founder is to get off the ground, grow, and graduate from bootstrapped startup to the next phase with real customers and real revenue as rapidly as possible.
One way to achieve rapid growth and establish a keen following? Ignite a movement by creating an experience that people are drawn toward, have an emotional connection to, and are passionate about. And often, a company’s ability to do that successfully is set long before the ink has dried on the original business plan. It comes down to the company’s DNA, the people who support it, and how well they tell their story.
So, how do you get this combination right for that next breakthrough idea and the team and customers that will support it? Well, it’s not as easy as companies like Spotify, Virgin America, and Patagonia have made it seem.
1. Enjoyment is more important than access.
We’ve moved from a world of products and services based on enabling access to information to one in which the most successful companies are those that offer delightful, engaging experiences.
In real estate, the likes of Trulia and Zillow have transformed the data side of things so it’s no longer enough for agents to provide access to listing information and expect buyers and sellers to knock down their door for representation. Instead, they must create a buying experience consistent with the digital, mobile-friendly world we live in today. (No fax machines allowed.)