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The Secret Weapon: Your Startup's Larger Cause

Political movements and successful startups both have one secret weapon in common - a larger cause!

Look at Tesla, a pioneer in sustainable energy, or Salesforce's cloud revolution. The movers and shakers don't just sell products; they sell a vision, a mission that can change the world!

Let me ask you: What is the larger cause for which your startup stands tall?

Peter Thiel once wisely said that the best startups are like devoted cults, deeply committed to a cause and dedicated to achieving it.

Having a sense of mission isn't just good for morale internally; it's also vital for external marketing. Your message must ignite passion within your audience, describe the change you seek to bring, and communicate why it is essential.

"But why should people care?" you might ask. Quite simply they should care because they will benefit greatly from what you have to offer. In earned marketing, attention is obtained without the constraints of paid advertising. To achieve this, you must rise above self-interest and embrace a cause that resonates with people.

Find that greater purpose, that driving force, and let it be your marketing wind. Take your startup to new heights, where success and fulfillment await. Be a part of something greater than yourself, and the world will notice your unwavering dedication.

Unveil Your Startup's Real Enemy

The real enemy is not your competition, but the status quo in its most formidable form. 

Think like Marc Benioff, the software revolutionary who shook the world with his "End of Software" mission.

The software was his arch-nemesis, and he painted it with style! An appealing NO SOFTWARE logo and a catchy 1-800-NO-SOFTWARE number to call.

Isn't that powerful?

To achieve resounding resonance, we must hone our messaging just as we iterate on a product. The crisper explanation of the need for change, the more evident the necessity for our product becomes.

But here's the truth - success brings competition. Copycats shouldn't be viewed as enemies; instead, they should be viewed as validation! The world is aligning with your vision, as they testify. Elon Musk does not flinch when legacy car companies introduce electric cars. The real enemy is fossil fuels, and together, electric cars will overcome it!

Don't be afraid to stand against the status quo, and let the world see the dawn of your revolutionary journey!

Category Creation: The Path to Greatness

The category isn't just the solution; it's the essence of what you bring to the table, a crisp description of what you do.

Elon Musk's visionary playbook shows that Tesla's success lies in moving the auto industry toward electric cars, even if Tesla does not survive. That's putting the category before oneself!

In any category, if you create, redefine, or define, you inevitably become the leader.

Imagine this scenario in enterprise software - it's the modern version of "nobody ever got fired for buying IBM." The twist is - "Nobody ever got fired for buying the category leader." A category leader's early leadership sets the stage for a self-fulfilling prophecy that leads customers, investors, and top talent to gravitate to them.

Some of the best founders aren't just building startups; they create a category.

Watch as the world turns to you as the trailblazing leader if you take the opportunity to define your category.

Put your startup on the path to greatness and drive change!

Bonus: Shopify - A Product Launch Genius

Interesting Thing That I Read Last Week

This one comes from one of the readers of Fresh Salmon: Piyush Saggi, co-founder and CEO of Parmonic. By the way, Parmonic is pretty cool, it is the world's first munchable video automation platform. Go check out parmonic.com.

Tweet That I Noticed Last Week

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

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Cheers,

Vivek

PS. I love you ❤️