Start With A Mission And Deliver Unexpected Excellence

As a 4x founder and early-stage investor, I have identified the three most critical components for initial startup success.

These include:

- Have a Mission

- Craft a Story

- Differentiate with Customer Experience

Each corresponds with the measurable aspects of revenue, fundraising, and valuation.

A company that starts with a mission, crafts a story for that mission, and differentiates at the customer level will have an easier time closing sales, raising funds, and negotiating that first-priced round.

If I were starting a company today, I would first look for a mission—something that I felt strongly about. Next, I would use social media to test different aspects of a story that illustrates that mission. Last, I would engineer the customer experience. Only after that would I decide on a product.

The customer experience is paramount and often overlooked by business leaders. This is because it deals with small things that usually seem insignificant. For example, a fast-food restaurant responds with "My Pleasure" to a customer's request.

Before you have initial sales, you can borrow the customer experience. After a few customers, you can learn more through conversations. The point is to wow the customer at every interaction—not with more features but with unexpected excellence.

Unexpected excellence is the tiny surprises an interaction with your company provides. It may be good manners, clean uniforms, or the ease with which problems are resolved. For example, a SaaS company could mail a signed photo of the team holding a personalized thank-you sign to each new customer. Think of small acts that differentiate your company from everyone else.

As AI turns technology into a commodity, companies must focus on the human element to compete. Otherwise, they will join the race to the bottom by having to compete on price.

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