At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

Making ideas work

Advice for start-ups

Guru

It's better to have a smaller piece of something big, than a bigger piece of something small… that is an old adage, but a great one.

Advice for startups…everyone seems to have it, and well, sure, what do we know? Not everything, but we’ve developed a couple of products, invested in and advised a bunch of startups over the years – and heck, even started one of our own back in the day.

What we’ve seen is the same old same old – a few traps that many still fall in to – here is our take:

“It's better to have a smaller piece of something big, than a bigger piece of something small"… so what does that really translate to?

  • If that means something big is better (e.g. it's gone off, has customers, is growing and profitable) then it's right…
  • If that means you need to be clear about what success is, and probably realise your success only truly comes if you build a viable and sustainable business – then its right…
  • If that means you need to seek external advice, then it means you need to listen to it (or make a call and stick to it when that advice conflicts – which it inevitably will)...
  • If it suggests you are better to be second to market but the best in market – then do that...
  • If that implies you shouldn’t put your ego or interests ahead of the outcome – then it's right…
  • If it challenges you over whether your idea is desirable, viable or feasible enough to be big – then it's right
  • If that means you can’t just roll up to the market with the MVP you can afford – then find a way to hit the market with what is going to make the impact you require...
  • If it suggests that differentiation is only worthy if it makes a difference – then it's right…
  • If it challenges you over what your approach is – then it's right…
  • If it suggests the benchmark is higher for market entry than your trajectory is taking you – then make an adjustment…
  • If that means you need to be clear about what you have and what you need to make the business fly – then know it and address it...
  • If that means you want too much equity, and that is blinding your decision making… build it, make it great, do what it takes to make it succeed – then it's right…
  • If that means you are giving up something to get something – do it...
  • If that means go back to the drawing board before you commit too much – do it...

The best commercial ideas are the ones that look beyond the core offer. That is, regardless of the product or service you provide, success often lies in the ability to understand your competitive value and establish a platform to deliver against that consistently. 

DNA assists organisations identify clear-space opportunity and to establish frameworks, develop channels to connect with audiences and to deliver compelling value and competitive difference. Organisations of any size who invest in getting their launch platform right are the one’s who move forward with purpose, direction and clarity. The cost of getting this wrong will always be greater than the investment of getting this right.

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