The “Most Common Marketing Mistake” Entrepreneurs Make
My second favorite quote from the Marc Benioff interview in Forbes is this:
“What is the most common marketing mistake you see entrepreneurs making?”
“Getting out there too soon. Before you start talking to the media, get ahold of your metaphor. This isn’t a sound bite. It is a metaphor that is easy to understand.
Salesforce.com’s AppExchange is the eBay of enterprise software; AppStore is the iTunes. Early on, Salesforce.com was Amazon.com meets Siebel Systems.
You have to be able to relate your product to something familiar.”
And he’s right. A common metaphor is the only way you’re going to make people understand what you’re developing. Even the smartest investors, journalists, potential employees and family members need help describing your vision.
Only when they can describe it are you ready to go out to make your vision a reality through fundraising, press, marketing and sales. Otherwise, you’re wasting precious time and resources.
