How I failed miserably at doing things that don’t scale.

When Lachy and I launched Yarno in 2016, I had no idea how to market a software product.  I’d spend the previous 8 years running a digital agency that specialised in the design and build part of software - not the marketing component.  But this isn’t the movie Field of Dreams and I’m not Kevin Costner.  You can’t just build it and they will come.  

Hearing that ‘growth marketing’ was the key to getting traction online, our CTO suggested we hold a weekly growth meeting.  In these meetings we discussed ideas around how to cost effectively reach our core customer and start getting more leads through the door.  With only myself on the sales front, I can only knock on so many doors - so we needed to find a way to get visibility.  Paul often tells me that “startups should first do things that don’t scale”. There are a bunch of great examples out there, like AirBnB getting a photographer to professionally shoot their listings to increase rental rates.  More great examples like this can be found here.

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