#1. Be the Wizardess of Oz – Kathryn Minshew of The Muse
As I explained to Ben Fisher as The New York Business Journal back in April, “As you’re trying to start a company, in the normal course of events, a lot of very reasonable people wouldn’t give you the time of day, so you have to find a way to make yourself the Wizard of Oz, in that you command more attention that is really justified by the substance.” Or, as I put it in the context of Kathryn Minshew CEO of The Muse, The Wizardess of Oz.
Hopefully Kathryn took that comment as a compliment, although frankly now it is looking dated. From the team of three co-founders hitting Y Combinator back in 2011 The Muse is now a team of over 20 and The Muse web site is approaching 2mn unique visitors/month.
But I think the observation holds true … that in that early phase of a startup, especially when you are selling to skeptical enterprise customers, getting your profile as well as the company’s profile and credibility as high as possible is vital. Get ahead of your startup skis, so to speak. Then, over time, you can earn your way into that stature … and more.
Lesson: Smart startup promotion is a core skill: use it or lose it
Image credit: Twitter