It's awesome to hear this podcast. Alistair is legit. And the book is amazing (I had a chance to pre-read). Long overdue on getting Alistair onto the podcast.
Product on its own isn't worth much, without being really smart (read: just evil enough) on getting it into people's hands. I love building products, but I love people USING the products I build a lot more.
And if I remember correctly it was a very puffy jacket, Lenny. I told the salesperson you needed something super warm. :)
Instead of subversive marketing, I prefer unfair competitive advantage disruption. Most startups may have a couple of competitive advantages. And unfair advantages that incumbents can't replicate or duplicate.
- Owning the distribution channel in a massive SOM market.
- Having an own-your-market strategy. i.e., embedding strategy.
- Owning the entire value. chain. Messaging, SoFi transactions, and settlements.
- Owning a total IP strategy. Utility patents, trade secrets, and trademarks.
- Creating and owning a new market category
- You are the domain expert.
- Owning a viral PLG and CLG position. Zero CAC.
- Having irresistible offers for every user group.
- A vision nobody can imagine until they see it.
Easy peasy. Sarcasm intended. BTW, the above examples are real.
+ Vertical integration, especially in hard-tech. From my experience at Tesla, they do almost everything in your list. In fact Tesla creates a dependency on themselves by renting out patents, and forcing people to use their MOATs (supercharging network).
* the pitch "no software" wasn't based on "we have no software, we're simple", it was based on "we're the only salesapp available as a SaaS, so *you* don't have to install any software."
* the "programming language" that you use to counter the "no software" frame was Apex, which came out *7 years* after they launched.
Great podcast! I love doing counter intuitive moves with companies. It is the only way to GTM and win!
It's awesome to hear this podcast. Alistair is legit. And the book is amazing (I had a chance to pre-read). Long overdue on getting Alistair onto the podcast.
Product on its own isn't worth much, without being really smart (read: just evil enough) on getting it into people's hands. I love building products, but I love people USING the products I build a lot more.
And if I remember correctly it was a very puffy jacket, Lenny. I told the salesperson you needed something super warm. :)
Somewhere I have a photo of Lenny at Igloofest with frosted eyebrows.
Instead of subversive marketing, I prefer unfair competitive advantage disruption. Most startups may have a couple of competitive advantages. And unfair advantages that incumbents can't replicate or duplicate.
- Owning the distribution channel in a massive SOM market.
- Having an own-your-market strategy. i.e., embedding strategy.
- Owning the entire value. chain. Messaging, SoFi transactions, and settlements.
- Owning a total IP strategy. Utility patents, trade secrets, and trademarks.
- Creating and owning a new market category
- You are the domain expert.
- Owning a viral PLG and CLG position. Zero CAC.
- Having irresistible offers for every user group.
- A vision nobody can imagine until they see it.
Easy peasy. Sarcasm intended. BTW, the above examples are real.
+ Vertical integration, especially in hard-tech. From my experience at Tesla, they do almost everything in your list. In fact Tesla creates a dependency on themselves by renting out patents, and forcing people to use their MOATs (supercharging network).
That Salesforce story is a bit dicey.....
* the pitch "no software" wasn't based on "we have no software, we're simple", it was based on "we're the only salesapp available as a SaaS, so *you* don't have to install any software."
* the "programming language" that you use to counter the "no software" frame was Apex, which came out *7 years* after they launched.
Fair; probably could have worded it differently, but that was my intention. But as I recall, the "No Software" logo existed even when Apex was around.