The myth we’re building startups on: if you build it they will come

We talk to startups every day. They’re built on sweat, passion, and optimism. And while I’ve spent a lot of time soaking that up (well, hopefully not the sweat), I’ve also spent hours trying to convince founders that their tech is not the be-all and end-all of the universe.

This is not a popular opinion.

Here are the most common questions I hear, and the things you need to know:

Why should I listen to you?

We make this mistake too! Some of the best tech companies in the world get trapped by this myth. Also, I’m pretty great. A computer programmer once called me a “mind programmer”. I’m pretty sure it was a compliment.

Let’s say you convince me of this madness; what should I do next?

Take a hard look at your marketing strategy. You must be able to answer the question, why should my audience care?

*Spoiler alert* the answer can’t be “because my tech is better”.

But Kendra, my tech is awesome! Why are you being so mean?

I love technology, and I love startups. What I don’t love is that we get so wrapped up in our tech that we forget about our audience. Early adopters aside, most people don’t go looking for the coolest, most advanced technology out of the blue. Most consumers want to solve a problem: they have an emotional or physical need that’s going unfulfilled.

As the people who are tackling these problems, we often get caught up in our innovation. We’re breaking ground, but we get so excited by the solution that we lose sight of the original need.

Ask some of your existing customers why they chose you, and how they found you. Unless you’re a business that’s only ever going to go after early adopters, filter out your outliers. Then look at the reasons the majority of your customers are giving you. If they’re not choosing you because your tech is amazing, that’s not your value proposition. The value you’re actually adding to their lives is the emotional impact.

I don’t think you understand, literally NO ONE is as great/innovative/smart as we are! People should recognize how amazing this is!

They will! But they’re not going to magically find your website, intuitively understand that you’re the next Steve Wozniak, and blindly purchase everything you serve up to them.

Your business is only going to be a success if you present your product in a way that they’re going to connect with. You have to become a storyteller.

I’m not saying this is easy. If it were, I’d have been out of a job years ago. Bridging the gap between technology and emotion can be incredibly difficult.

Experts often assume a high level of understanding in the people they’re talking to, and when they don’t see it, they dive into “teacher-mode”. Neither approach works in communicating the benefit of a product or service – they both hinge on talking about features. What does work is the emotional connection. Here’s how our tech is going to make your life better!

For example, RideCo is one of my favourite startups. They offer an app that I maintain is better than Uber. I will shout this from the rooftops forever.

They connect with licensed cab companies, and still offer incredibly cheap rides. You might end up going a little out of your way with a ride share, but the inconvenience is minor and well worth the cost savings. 100% of the rides I’ve booked through them have been under $6, and most have been only a little more expensive than taking the bus.

I’m pretty sure that their tech is actually a logistics platform. Now, check out their website – there’s no reference to it anywhere.

They’re still in beta, so you might not have heard about them yet, but I promise, you will. And when you do, they won’t be talking about logistics optimization.

Ok, so what should I do now?

Try connecting with your potential customers in a real, human way. What are their pain points?

Let’s say you have a company like Sweet Tooth. They’ve built a platform that allows retailers to create their own loyalty programs. Again, their tech is cool. But are they talking about it? Nope. They’re talking about what their audience cares about: analytics, pain points, loyalty, and the end consumer.

I warned you this was coming! Take a look at your marketing plan. A real look. Does it focus on what your audience cares about, or what you care about? Are you expecting your audience to be drawn to you like a homing pigeon, and then take your word that all they should care about is the beauty of your asynchronous PHP?

Real life isn’t a Kevin Costner movie. (And thank goodness for that, because I couldn’t handle any part of Dances with Wolves.) Getting people to buy into your idea and cause is a grind, especially when it’s going to require a change in human behaviour, as complex products often do.

I’ve worked with enough entrepreneurs to know that optimism is a requirement. But allow me to be the little realist devil on your shoulder. Instead of expecting the masses to intuitively understand your passion, try sharing it in a way that will resonate with their lives.