Listen: Chris Way, Founder, David Sacks discussed on Christopher Lochhead Follow Your Differentâ„¢
"That define who you are and where you fit in as sort of like critical for a company so it's very hard to put metrics around this but as an activity it's very very important And I think you know so so the first thing that starts should I understand is just okay. You've got the mass action verbal section. Don't I don't a lot of times. Companies will try to find someone to do both and it's really a different skill. Set and I you know and I'm fine with the China being two marketing departments like the growth hacking under the The kind of the more brand marketing I think that's Don't try to find the Unicorn who can do it all but you know the the the the brand marketer is the person who's going to kind of define Louis War and and and how you fit into the landscape Yeah it's interesting. You know I I see this I see this mistake with. CEO Founders all the time they look for a CMO candidate. Who's got all this for the most part it doesn't exist in the same brain And I even see. CMO's make this mistake. I ask them all time. What's your superpower right? You've got to have a personal niche down. What's your area of focus right when I was a CMO? I was not confused about like a my the guy with the spreadsheets doing the performance analytics. I'm not that guy. I need an unbelievable team on that I like I. I have a blind spot. The size of the Grand Canyon on that stuff right but on the strategic creative shit. That's where my superpower is like any any leader who's trying to be a good leader you want to build a team that mitigates your liabilities and amplifies your strengths but I think a lot of marketers make the mistake of trying to be all things to all people we we live in a time where data and analytics analytics is more powerful and more valuable today in marketing than ever before. And we're you know a lot. A lot of marketing is kind of Skating to where that puck is going wing so to speak and I think that's wise but the mistake that I see to your point is you're forgetting there's this magical creative strategic black art. That is much more intuition. And we can't over-focus on the data and the analytics. Yeah and I think one of the things Chris is that no one really cares despite your features at least not there's a there's a right time in the conversation of talk about features but you know these startups they just love issuing press releases under new feature feature and they get the marking out in drips and drabs. And it doesn't really do anything. It doesn't penetrate the clutter and big fan of sort of putting together these announcements Pinson to lightning strikes. I'd have more sort of meat around them. That just getting out your the press an interruption drabs and the other thing that you know I I learned from you is that is that the the most important thing is to articulate the problem. You know that that the person who articulates the problem. The passes is presumed to have the answer. As that's the thing to be really are really articulate about and Amer we were constantly searching for new in ways to try and explain the problem with people and you know. Sometimes we talk about it as like the Dilbert problem that you know. The companies are too bureaucratic. And and you know we need to help assault that science we talk about it in terms of the chart that the way to responsibilities but it's not a great way to to be information and we're constantly searching for different different ways to talk about so people would get trying to do and And that's your that's really the essence of of marketing. And once you've articulated the problem then you could start describing the solution and at a high level and then and then the features can support that but The too many storms. Just want to jump right right into talking about their features where they haven't really set up the nature of the problem they're solving You know the other thing that I really encourage people to do is to tell me what you do in two to four words like basically the I mean. I tweeted this week or so ago. And I remember this tweet. I've never gotten on more anger responses to a tweet. I mean what. What exactly did you say about describing yourself in four words or something like that? I said no one has time for an elevator pitch anymore. He's GonNa say what you do in two to four works and people got so angry like they accuse me of having no attention span or that I was. I mean it's like they felt like I was was how callously disregarding what they did because I wasn't I replied. Look the world is not oh you. It's attention you know it's up to you to get the world's attention you gotta be able to do that in a Chris Way and You know so we're doing what we will be called. Were doing enterprise social networking three words. That's IT I don't need more. We're you know we're doing pay pal. We call it an emailing money. That's it two words as possible to define what you do and just a few words. I mean I've and partly it was just fatigue like founder. You get asked what you're working on hundreds of times. Thousands of the number one on always asked is like what are you working on. What are you doing and like I just got so tired of answering with like an elevator pitch? Just try to get down like you know with Yemen. I was there in the business of the Santa Fe spot. You know it was like to work. That's okay because you just get tired of answering the same question but I think it's a good practice for if you can't describe what you're doing in just a couple of words maybe you haven't thought about it long enough you know. Well you know where I Landon S I agree with you and I think everybody arguing with you. Is this GonNa the fuck their company up. Yeah so I mean I you know so so so to me like if you could define the category here in just a handful of words and and then create You know and that and that name stacks than You then define what are the key features is category. What are the you know you can kind of position yourself in position others so So yeah I'm a big fan of that that technique and I think that's that's the thing that I think Sasse the founders SAS startups today. I think have probably the hardest time with is just you know trying to go out there and define what what. They do define their category in a very Chris way so that they can kind of dominated they love mother features. That much time talking talking about the you know what what category is creating what the problems are solving Amen Hallelujah brother and hopefully by the time you and I are done that will be much less of a problem than it is today. Yeah Alright David anything else. You'd like to touch on no yes covered a lot of ground so it's great to see you as always it's great to see you. Thank you so much for coming back as you. Well know I hope we know you're welcome back anytime. This is your podcast the Thank you thank you for being such an inspiring entrepreneur now investor. Well thank Joe. Chris always fun to talk to you anytime any time. Thank you brother. Okay take it easy. There is David Sacks and I sure hope you enjoyed this conversation as much as I did. And if if you did you might also Love Episode Number One. Oh three of failure. Different with Eric Yuan Eric is the founder of Zoom. He's he's a billionaire and he created a twenty billion dollar publicly traded company in Zoom in about eight years. He's an incredibly affable guy. And if you you won't understand how to build legendary category dominating businesses checkout Eric Yuan on episode number one zero three also You don't WanNa things I didn't know that I would love is I love hearing from you and some of the emails that That I get and tweets and linked INS and all that Really knocked me over. I had no idea what a difference in my life it would make hearing from people who enjoy the odd cast so if you wanNA send email send email to black hole at lockhead dot com you can track me on twitter instagram at log. Lockhead and you can just search search my name on Linked in if you WANNA connect up there and I want you to let I want to let you know I do everything. I can to respond personally to everything that comes in. It's hard sometimes but I work real hard at it and I really appreciate your notes all right. We would like to thank the legendary David Sacks and his firm craft ventures. You can."