“Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.” –Archimedes
Any company trying to achieve massive scale needs to find their “lever.” By definition, your technology-based startup will have leverage in the market. Your job as the founder is to identify where the leverage is, protect that leverage as much as possible (e.g., patents, trade secrets, etc.), and exploit it to achieve explosive growth. Without some kind of leverage in your business, stealing customers from competitors will be a long and painful road. In contrast, with leverage, stealing customers will dramatically streamline your marketing and sales efforts.
What kinds of leverage exist in the world of startups? Well, the easiest way to think about it is within the better/faster/cheaper framework. For example, if you have a technology that fundamentally lowers the cost structure of manufacturing then that’s your leverage. If you have
All go-to-market efforts — from marketing to mapping your business model — should exploit your leverage to the fullest.