Early stage marketing

If you are a start-up, with a single product, and you sell to other businesses, then product marketing is basically the foundation of your whole go-to-market.

The way you talk about the product, the way you differentiate from other alternatives, the unique point of view that makes you worth considering, the material you need to go out there and influence people, the knowledge of you target customer and of their pains.

Perhaps you can’t afford a product marketer. But make sure that whoever is doing marketing will focus on those things for at least 80% of their time. It will pay off.


One of the most underestimated skills is the capacity to keep at it even when faced with scarce results.

An even more underestimated skill is the capacity to let go of things you have dedicated time and resources to, once they are no longer beneficial to you and others.

Balance the two and you will own your destiny.

Matches always start 0-0

Matches always start 0-0.

That’s why it’s so fascinating to start from scratch. When the ball is still, there are infinite possibilities. We can make it, no matter our skills, no matter the environment, no matter how much of an uphill battle it might be.

Of course, there are few memorable matches that ended 0-0.

Also, that’s not a score that gets you to win the championship.


Scale down.

Lower your targets.

Take a break.

Build a profitable business.

Hire one person less than what you had planned.

Stop working two hours earlier.

Do not reply to a thread unless you can really add some value.

Set sustainable and humane growth goals.

Tell your colleague to take the rest of the day off.

Focus on a niche, for real.

Reject the invite to an all-hands meeting.

Set some time a part in your calendar to develop relationships.

Keep your opinion for yourself and bring facts to the table.

Think about what is going on.

Look inside and write down how you are feeling.

Withdraw from a recruiting process that does not feel right.

All those things require a lot of courage, simply because almost nobody is doing them. That’s where you can start making your story different.

Connecting the dots

See the opportunities to connect the dots.

A colleague might be working on a project that is related to the work a person in a different department is doing.

Your campaign’s results might be an important learning for those who come after you.

The feature that is ready to be released might be a fantastic opportunity to create new content about your key differentiator.

The outcome of a workshop organised by the management team might be relevant to share with your external partners, so they can also see what your company is about.

The point is that most of the things that are achieved in a business do not end there. They open up new opportunities, they are linked to other initiatives, they can be repurposed in various circumstances. That’s why auditing what is happening at any given time is much more important than pursuing something new.