What things startup companies should never do 7 Selection

ByKate Sumbler

He is responsible for marketing and customer strategy at numerous large companies such as Intel and Polaroid, and currently conducts strategic consulting of venture companiesVonavona VenturesAs a representative of the company, I will serve as a special lecturer at Stanford Business SchoolAndy Smith"7 mistakes" that are likely to commit to failing start-up companies are made public by Mr. M. From that point, it seems that you can read important strategic hints for venture companies to succeed.

The Seven Deadly Sins of Startup Storytelling
http://firstround.com/article/The-Seven-Deadly-Sins-of-Startup-Storytelling

◆1: Telling without showing

ByStephen Poff

Mr. Smith says that when communicating the service content to the customer, you should avoid explaining words alone and not showing things. You have to tell others what you are doing in front of you can be imagined. People are not just absorbing facts and information, but because they feel each other, and give out conclusions of intention, "visual effect" is very powerful to be sympathized.

For example, "About Us" of a corporate web page is a good example. There is no top company that lists pure data in About Us. Everyone should express the story about the company humorously, personally, with image diagrams and so on. Mr. Smith says that the most powerful visual effect is a movie, and it is a good way to explain to the customer about services and companies using movies.

◆2: Extensive use of technical terms

ByGavin Llewellyn

Even within the company it is something like a foreign language that is unfamiliar to customers even if it is a familiar technical term. Mr. Smith said, "In a relationship between a company and a customer, it is a company that should be matched to the partner, never let the customer fit the company," I will warn you of the use of technical terms frequently.

Steve Jobs' speech, famous as the founder and legendary manager of Apple, is a very good example. Mr. Smith assumed that Jobs was a rare person who could clearly tell the "what they want customers to know" from anyone, and Jobs's expression was always simple and straightforward It has been analyzed that it resonated in the heart of.

◆3: To be too abstract

ByTim Morgan

People do not sympathize if the story is abstract and not realistic. On the contrary, if the story is concrete, people sympathize, and sometimes those that let their stories be shared to families and acquaintances. And, in order for the story to be concrete, Mr. Smith says "The hero must be real."

For example, the Subway of the cafe shop,Jared's student experiences of a college studentIt is a good example that used very well. As Jared has continued to eat healthy sandwiches on Subway, the success story that we succeeded in losing 112 kg in one year was a story that strongly appeals to people. A person is moved by a story of a real hero.

◆4: To explain in order from the first

ByLouish Pixel

When you explain to the other party, everyone wants to talk perfectly so that there is no logical leap in order from the beginning. However, Mr. Smith is urging attention as it has to hold down this "urge to start from scratch". "There is no leap in line with the time series" is not as important as "interesting things". It is important that the story be more emotional than being continuous.

"The crowd is waiting for a decisive moment," materials "of interest must be prepared at an early stage, even if there is a little leap forward. Rather than talking from one side and bored It's much better, it's ok to say that the decisive moment is different from what the crowd expects, "Mr. Smith says.

When talking about services, customers should most likely know the end of the story. Because it is obvious that the purpose of the story is to have the service bought. If so, the story seems to have to be even more exciting.

◆5: There is no defect

ByManuel Faisco

Failure in business is inherent. Even so, it seems to be a startup company. However, Mr. Smith points out that if it fails, it can be recovered by showing corporate responsibility, appreciation, aftercare, or it will win the customer's trust instead.

Yahoo! Greatly impairs the user's convenienceI got a mail troubleWhen,Marissa MayerThe CEO succeeded in showing its leadership both inside and outside by making a sincere apology without excuses. According to Mr. Smith, the drawback seems to be an opportunity to create empathy of people.

◆6: To make up

ByAndrew Becraft

Mr. Smith says that it is absolutely necessary to avoid having the company lie. Because people want to be impressed by "truth", "false" not only does not impress people, but also produces a great antipathy.

And Mr. Smith thinks that it is effective to convey a life-long corporate culture in order for the company to tell "truth". And how to tell the corporate culture well is to appeal how employees are thinking, how they are working, how much they are doing work, to do it all It seems that participating meeting is very effective.

◆7: Do not use "human resources"

ByDavid Amsler

Corporate activities do not become involved with others. Also, in modern times social media is more than ever, it is a society where people and people can be connected easily. Considering such a situation, Mr. Smith says that not only the voice of the customer but also the voice from the employee are valuable assets.

The best tactics that startup companies should take is to have a "data bank of stories" within the company. In addition to customer feedback, employees' experiences should also be included in the data bank of this story, which means that companies can get closer to customers with this story data.