Keep in mind why you’re doing what you’re doing as you get started. A great company has a point of view, not merely a product or service. Something in which you must have faith. You must have a strong backbone. It’s important to be aware of your fighting priorities. Then you have to show the rest of the world.
Superfans are attracted to people who take bold stands. They mention you and support you. They also spread the word more effectively, broadly, and passionately than any advertising could.
Strong opinions come with costs. Some people may not like you. They’ll accuse you of arrogance and aloofness. This is life. For everyone who loves you, there will be others who hate you. If nobody seems to be offended by what you’re saying, you’re probably not pressing the issue hard enough. (And it’s likely that you’re dull as well.)
Because our products perform worse than those of the competition, many people despise us. When we decline to implement their preferred feature, they take offence. But we’re just as proud of what our goods don’t do as we are of what they do.
Because we think most software is overly complex—with too many features, buttons, and confusing functions—we build them to be straightforward. Because of this, we create software that is the complete opposite. It’s alright if what we create isn’t suitable for everyone. We’re willing to lose some customers if it means that our items are adored by others. That marks the boundary for us.
When you are unsure about your beliefs, everything turns into a debate. Any topic can be debated. But when you stand for something, choices are clear.
For example, Whole Foods stands for selling the highest quality natural and organic products available. They don’t waste time deciding over and over again what’s appropriate. No one asks, “Should we sell this product that has artificial flavors?” There’s no debate. The answer is clear. That’s why you can’t buy a Coke or a Snickers there.
According to this misconception, Whole Foods has more expensive food. Some haters even mock customers who purchase there by calling the store Whole Paycheck. But what does it matter? Whole Foods is performing remarkably well.
Vinnie’s Sub Shop, which is located right by our Chicago office, is another illustration. They serve subs with this handmade basil oil, which is very delicious. But you had better arrive on time. When you inquire about their closing time, the woman at the counter will reply, “We close when the bread runs out.”
Really? “Yeah. We purchase our bread from the nearby bakery first thing in the morning, when it is at its freshest. We close up business once we run out (typically about two or three p.m.). Even though we could buy more bread later in the day, it wouldn’t compare to the morning’s freshly baked bread. If the bread isn’t decent, it’s pointless to sell a few more sandwiches. Selling food we can’t be proud of will not be made up for by a few dollars.”
Wouldn’t you rather eat at a location like that than than a generic sandwich shop?
