Swipe Files - 📂 Startups as movements

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What do grassroots politics and startups have in common?

They're both movements.

This is an idea that SaaS legend David Sacks has pioneered.

Matteo Franceschetti @m_franceschetti At Eight Sleep, we aren't just building a company, we are creating a movement around the importance of Sleep Fitness. Here is a great clip from @DavidSacks that talks about why startups need to create movements: youtube.com/watch?v=-CSxIZ… May 4th 2021 29 Retweets 348 Likes

The full read is here: Your Startup Is a Movement​

Here are Sacks' 13 steps to Movement Marketing:

1. Define a larger cause.
2. Articulate the problem better than anyone else.
3. Attack the status quo.
4. Define a category.
5. Build the right team.
6. Use “grassroots” customer testimony.
7. Release news in lightning strikes, not dribs and drabs.
8. Organize events to focus attention.
9. Nurture your community.
10. Pick noble fights.
11. Strive for a large tent.
12. Work with press and influencers in the right way.
13. Stay grounded.

But in my opinion, the first 3 are the absolutely essential components:

1. Define a larger cause.
2. Articulate the problem better than anyone else.
3. Attack the status quo.

You want to attach your product to a larger, more important theme going on in the world. Something inevitable. A trend that can't be ignored. A paradigm shift.

And when you can both articulate the problem and attack the status quo, you're bringing awareness to what your product solves for. When you point out a bleeding neck problem and a critical flaw with how things currently work, you bring out urgency.

And when the problem is urgent, your product becomes important. A product that's so important that it can't be ignored becomes a movement.

—Corey

p.s. did you see that I launched my new course, Marketing Like A Media Company? Would love for you to check it out →​

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