At TechCrunch Early Stage, I spoke with Coatue Administration GP Caryn Marooney about startup branding and the way founders can get folks to concentrate to what they’re constructing.
Marooney lately made the leap into enterprise capital; beforehand she was co-founder and CEO of The Outcast Company, considered one of Silicon Valley’s best-regarded public relations companies, which she left to change into VP of World Communications at Facebook, the place she led comms for eight years.
Whereas founders typically could consider PR as a technique to get messaging throughout to reporters, Marooney says that making somebody care about what you’re engaged on — whether or not that’s clients, traders or journalists — requires most of the identical expertise.
One of many greatest insights she shared: at a base degree, nobody actually cares about what you must say.
Describing one thing as newsworthy or a terrific worth isn’t the identical as demonstrating it, and whereas large corporations like Amazon can get folks to concentrate to something they are saying, smaller startups must be much more strategic with their messaging, Marooney says. “Individuals simply basically aren’t strolling round caring about this new startup — truly, no person does.”
Getting somebody to care first relies on proving your relevance. When founders are forming their messaging to handle this, they need to ask themselves three questions on their technique, she recommends:
- Why ought to anybody care?
- Is there a purchase order order present for this?
- Who loses if you happen to win?