The Marketer Entrepreneur

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The entrepreneurial world is filled with two types of success stories: 

1. Companies who stick to their guns because the core idea can thrive, despite bigger competitors in the space

Notable examples:

  • Google versus Yahoo! In the late 90s to early 2000s
  • Facebook versus MySpace and Friendster later on

2. Companies who recognize a market need and pivot, changing the core of the company and timing it perfectly 

Notable examples:

  • Tune In Hookup, an online video dating service, turning into YouTube
  • Odeo, a portal for audio and video search, giving birth to Twitter

Both sides of the table are fascinating, especially because for every Google and Twitter, there are thousands of failures. Successful startups are lightning in a bottle. Sure, they are sound ideas, but they are so much more than that: they are good ideas, timed perfectly for the market, followed through by the right team, and executed on with near-perfection.

Regardless of whether they are core ideas that change the market, or pivots that capture a critical segment, you’ll find a common theme: they are more like hammers than Swiss knives. At the start, they do one thing really well, and they never break.

Even in the marketing world, you’ll see some of the same patterns. The individuals who stand out are usually associated with a key field: Avinash Kaushik IS analytics, Rand Fishkin IS SEO, Steve Krug IS usability.

Tim Ash, without question, IS Conversion Rate Optimization. He knows this, and embraces it: ““We live in an ADD world,” he notes in an interview with Hinge Marketing. “To be remembered, people need to know exactly what you stand for. It’s much harder to stand out as a generalist.” Successful entrepreneurs are excellent at identifying great ideas that they DO NOT tackle.

But again, that’s not all there is to it. Being an entrepreneur is more than hard work - sometimes, it’s betting everything you have on an idea that you know can fail. Tim’s interview with Hinge sheds some “inside baseball” lights on the world of the marketing entrepreneur - taking no salary for a while, keeping to a core idea, the advantages of having a book to your name, and a host of insights for the little entrepreneur in all of us.