The Power of Personal Connection: Doing Things that Don't Scale

The Power of Personal Connection: Doing Things that Don't Scale

In the world of startups, founders play a crucial role in the success of their ventures. One of the most common unscalable things founders have to do at the beginning is to manually recruit users. This is a necessary step because waiting for users to come to you simply won't cut it. Instead, you have to go out and get them. Take the example of the Collison brothers, who founded Stripe. When someone agreed to try their product, they would set them up on the spot by saying, "Right then, give me your laptop." This hands-on approach to user acquisition is what sets successful startups apart.

Why do founders resist going out and recruiting users individually? There are two main reasons: shyness and laziness. Many founders feel hesitant to put themselves out there and actively seek out users. Additionally, the thought of manually recruiting users might seem like a lot of work for what initially appears to be a small number of users. However, this is where the power of compound growth comes into play. Startups should measure their progress by their weekly growth rate, as even small numbers can quickly multiply if the right strategies are implemented.

It's important to note that the initial fragility experienced by startups is not unique to any particular company. Almost all startups face this challenge in the early stages. This is a common misconception among inexperienced founders, investors, and even reporters. Instead of asking whether a startup is taking over the world, the question should be: "How big could this company get if the founders did the right things?" This mindset shift allows founders to focus on the potential and the actions they can take to achieve that growth.

One approach to recruiting users is to conduct a relatively untargeted launch and observe which users seem most enthusiastic about the product. By identifying these early adopters, founders can then target similar users and focus on ways to delight them. It's important to remember that delighting customers should be a priority, even if it doesn't seem scalable at first. Founders often worry about the scalability of customer service, especially if they come from an engineering background. However, it's worth noting that delighting customers often scales better than expected, as it becomes ingrained in the company culture.

Sometimes, founders find success by focusing on a deliberately narrow market. This strategy, known as the "contained fire" approach, involves building a product for oneself and a close circle of friends who happen to be early adopters. Later on, founders realize that this product can be offered to a broader market. In fact, startups targeting other startups as early adopters often find great success. By over-engaging with a single user and treating them as a consultant, founders can build something tailored specifically to their needs, which can then be expanded upon for a larger audience.

When it comes to launching a product, it's not enough to simply do something extraordinary initially. Effort is key. Any strategy that relies solely on a big launch or a big partner without putting in the necessary effort is questionable. Doing things that don't scale requires dedication, persistence, and a willingness to go above and beyond for your users.

In today's digital age, it's often challenging to find like-minded individuals to connect with after reading a great article. That's where Article Club comes in. Article Club is a community of kind, thoughtful people who read, annotate, and discuss one great article every month on topics related to race, education, or culture. The club follows a structured four-week process: signing up and reading the article individually, annotating a shared version of the article, listening to an interview with the author, and finally, coming together for a group discussion on Zoom. This initiative aims to bridge the gap between readers and create a space for meaningful conversations.

In conclusion, the power of personal connection and doing things that don't scale should not be underestimated. Founders need to be proactive in recruiting users, delighting customers, and putting in the necessary effort to ensure the success and growth of their startups. Here are three actionable pieces of advice to keep in mind:

1. Embrace manual user acquisition: Don't wait for users to come to you. Go out and get them. Personally reach out, engage with potential users, and be willing to put in the work to build relationships.

2. Focus on delighting customers: Instead of worrying about scalability, prioritize creating an exceptional user experience. Find ways to go above and beyond, and let customer satisfaction permeate your company culture.

3. Start small and target early adopters: Narrow your focus and build something extraordinary for a specific audience. By targeting early adopters, you can gather valuable feedback and expand your product or service to a broader market.

Remember, doing things that don't scale may require extra effort initially, but the long-term benefits and growth potential are worth it.