Creating A Story
Rewind back to May 2013 and I was co-founder of a music app startup called Discovr. We had managed to achieve over 4 million downloads, raised over $1m and were perceived as ‘successful’ (unfortunately things didn’t end up that way) in our home town of Perth, Australia.
It was very common for people to come up to me and ask what the magic was to make a successful app. We’d fudged our way through and somehow made something people wanted to download, but could I recreate it?
I was lucky enough to be reading an advance copy of the amazing book The Fortune Cookie Principle which really opened my eyes to storytelling and products.
I was also inspired by reading this advice from the One More Thing conference about how to write a press release. Surely it’s impossible to stand out with a press release like that?
Hatching An Idea
I wanted to build an app in one night, not tell a single person about it and run some experiments on it to see if I could get it to some level of success. I thought maybe I could get a few thousand downloads and make a couple of hundred bucks.
I wanted an idea that I had no domain advantage in at all, so what better for a chair-bound developer than a fitness app. The 7 Minute Workout was getting a lot of press (and buzz) at the time on sites like the New York Times and Hacker News, so I already had some customer validation around the idea.