Why Growth Matters

There's a commonly held belief among founders that a poor product is the number one cause of startup failure.

We've seen our fair share of companies that fall into that category. But there's another reason that doesn't get as much attention.

Peter Thiel says it well:

“Most businesses actually get zero distribution channels to work. Poor distribution — not product — is the number one cause of failure.”

Failory, a company that studies why businesses fail, reports the following:

Their study concluded: "Marketing mistakes were by far the most common [type], and they were generally speaking the most deadly with 69% of all mentioned marketing mistakes being fatal."

Marketing is often at the root of startup failures.

Our method puts the market first.

You aren't trying to find a market for your product; you're trying to build a product for a specific market.

But another important framing makes it even more apparent how critical marketing is to getting traction. When we read the studies above, it's easy to assume that the startup did, in fact, get its product into the hands of the right market.

But what if the startup doesn't clearly understand their market in the first place? Or what if they know their market but struggle to leverage marketing channels to reach the right customers?

This program focuses on helping startups acquire customers and think more strategically about growth. You'll write landing pages, design ads, launch channels, etc. But more importantly, we'll help you approach your market in a holistic, validated way.