Being Lean | Fish where the fish are

Had this conversation today with one startup I helped 2 years ago.
Their business has got to do with brands and the advertising industry.

The product is cool, the technology is fun, the design is engaging. They had all the support they could get financially or coaching-wise here (that is, not so much) but they rocketed after attending an acceleration program in the UK.

Why? The reason is two-fold:

  • The understanding of consumer business there is years ahead. Here in Switzerland, we still need to convince media and brands that the online is a prerequisite. There, they look for creative ways of engaging and co-developing with startups to build the future
  • The concentration of brands and stakeholders is so important that they have a need for being creative

You need to fish where the fish are.
You need to examen, with attention, whether you are in the right place.

Let’s take incubators for instance. They are good as they allow you to develop, elaborate considering all the fish (scientist, students, teachers, coach) are close to you.

But it is a different consideration to launch your startup there.

In B2B field, where the concentration is particularly strong, innovation does not always happen.  It happens most when there is an actual competitive environment.

So my question to you is do you know where your customers battle filed is? Go there!