Start-ups make themselves visible via their websites. The moment they put themselves out there, investors and customers evaluate their right to exist and competitive advantage. Many start-ups practice lean management very successfully and begin by only providing a minimum-viable-product (MVP).
However, potential customers and investors measure what the start-up offers on their own personal experiences; worst-case: they expect much more than the young business is yet able to provide. From the very start of the foundation phase, the focus on Thought Leadership can avoid such problems by pursuing focused expectation management and include potential customers into the business’s setup.
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With thought leadership as a marketing approach, you clarify from the outset how the brand should be positioned, what it will stand for, and what human needs it will address. This often makes the difference between a viable brand and a true cult brand. A bitten apple does not only stand for electronic products, but also for the power of seduction in the history of creation.
With a thought leadership strategy, start-ups can develop a clear competitive positioning at an early stage. The marketing and sales work is geared to the highest possible resonance of the appearance and offer with potential customers. This can save valuable resources in market development.
Investors can gain a quick overview of possible weak points, unused potential, or even structural deficits in the set-up of the young company or team by considering the thought leadership of their founding company. In the start-up phase, individual services can also be outsourced to specialized project service providers (such as Thought Leader Systems) in order to relieve the start-up team.
Even interim management can be useful to implement missing know-how in modern thought leadership marketing in the company. This sometimes significantly improves the chances of success of a young, sponsored company.
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