At TechCrunch Early Stage, I spoke with Coatue Management GP Caryn Marooney about startup branding and the way founders can get folks to concentrate to what they’re constructing.
Marooney just lately made the leap into enterprise capital; beforehand she was co-founder and CEO of The Outcast Agency, considered one of Silicon Valley’s best-regarded public relations companies, which she left to develop into VP of Global Communications at Facebook, the place she led comms for eight years.
While founders typically might consider PR as a option to get messaging throughout to reporters, Marooney says that making somebody care about what you’re engaged on — whether or not that’s prospects, buyers or journalists — requires lots of the similar abilities.
One of the largest insights she shared: at a base degree, nobody actually cares about what you need to say.
Describing one thing as newsworthy or an incredible worth isn’t the identical as demonstrating it, and whereas huge firms like Amazon can get folks to concentrate to something they are saying, smaller startups should be much more strategic with their messaging, Marooney says. “People simply basically aren’t strolling round caring about this new startup — truly, no person does.”
Getting somebody to care first depends upon proving your relevance. When founders are forming their messaging to deal with this, they need to ask themselves three questions on their technique, she recommends:
- Why ought to anybody care?
- Is there a purchase order order current for this?
- Who loses when you win?