When Start-Ups Can’t Sell
The inability to see the world from the point of view of the users or customers of a facility (as opposed to the builders of it) is an endemic problem not limited to the British Isles. It is a problem all companies face, and only a few have solved. Small companies (especially start-ups) run by their engineering founders whose expertise may be in building innovative displays, are particularly prone to this malady.The result is a “communications gap” in which the message the company is broadcasting may be interesting to other start-up executives, but gives no compelling reason why any potential customers should stop and buy. The company founder is pleased with the positive reaction he seems to be getting from his peers, without realizing that this reaction consists of a lot of tire kicking and well-wishing, but no sales. Suggesting he alter his proud words to be more sales-oriented is taken as a direct attack on his competence, and always results in the repeated demand: “Well, what’s wrong with the website, anyway?”
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