Key Lessons: About starting up Want to start a new business or product? Start with your existing list and solve their problem. Solve your problem first. It’s much easier to build a product when you have a problem. Early-stage customer interviews, product strategy, and marketing —Do it yourself. Don’t delegate. You’ll learn much more and faster. When does it make sense to rebrand? You should rebrand if: You’re solving the bigger problem than you thought initially Keep falsifying it – Falsifiable if possible observations contradict it. Not what is right, but look for what is wrong. When your persona isn’t right, or they don’t have the budget decisions Branding – It creates the moat. Your branding needs to be aligned with your product. Copytesting wasn’t doing it the right way. How do you differentiate? Your features will be copied, but not your branding. Play the long game. Branding is the way you differentiate. Name your start that means nothing at all, and people can associate a verb to it themselves. Don’t give descriptive names to your brand like electriccars.com for Tesla. How do you grow a start-up? Focus on first start building awareness that you exist. He did it with Wynter Games. Evangelize your concept or category of people who don’t know about it. Start brand building and content marketing today. Once you have traction and message-market and product-market fit. Keep balancing between long term vs short term. Use your personal brand and team to focus on social media for brand building. Building an email list to start building awareness now. You need to be on top of your users’ minds. What if one does not have a personal brand? Focus on content curation. Easiest to get started with. Lead with usefulness on social media. When people don’t know the solution exists. Paid marketing won’t work. Category creation, and if it’s something new, then paid marketing won’t work.