‘Now that’s what I call Start-ups’
The other day, I made an unexpected connection between blogs about start-ups (eg. top 10 start-ups to watch for etc) and the very popular ‘Now That’s what I call music’ concept? Let me explain further….
Like millions of people I am a big music fan and Spotify and headphones are two daily companions that I couldn’t live without. I personally love the discovery process, hearing a new track by a new band, finding out more about them (thank you Wikipedia) and then deciding whether to include them on my playlist and whether to ‘track’ them on Songkick. This is a very long, but a very enjoyable process which gets ‘ fed’ even more when I get involved in ‘music’ chats with other people.
However, I appreciate that not everyone has the same daily relationship with music. This, I believe, is where the ‘Now that’s what I call music’ collection plays a role. These albums provide you with all you need to know to obtain an ‘idea’ of what songs are big hits and subsequently, what lots of people are listening to – plenty of information to keep you ‘afloat’ (just) in a music conversation.
So what has this to do with ‘start-ups’ I hear you say? Well, on reflection, some of the ‘Start-up’ blogs (and some of the events) that are out there, provide Marketing Managers / Agencies with a ‘Now that’s what I call Music (start-ups)’ solution – they enable them to keep abreast of what is happening without having to commit too much time or effort.
However, knowing of a start-up is very different from knowing a start-up – understanding what their aspirations are, where they want to take their tech and what kind of brands they are looking to work with. Assuming that all you need to do is to look through your blog listings, make a call, get straight through to a start-up and they will come running to your door is a very niave and ignorant standpoint to take.
Start-ups continuously pivot, change strategy, evolve their tech, so the ‘track’ you initally heard (excuse the music pun) has now been remixed so much, that in some cases it has become unrecognisable.
The point is at the end of the day, you need to put the time in and go out into the start-up eco-system and get to know (and to slowly become part of) the start-up community. As with my earlier music process, you need to meet a lot of start-ups before you find the ones that are relevant to your business – there is no ‘short cut / silver bullet’ solution.
Buying into the ‘Now that’s what I call…’ programme isn’t a bad place to start, but to get real value you have to get to know the bands (sorry start-ups) as well, this takes time and effort and is where the real competitive advantage comes from.