get ready to be ignored in the software industry.

February 6, 2011

We frequently hear stories of monumental startup success stories, with their endless media attention and billion dollar exits. Consequently, a lot of young entrepreneurs get caught up in that whirlwind of excitement, and miss a fundamental point regarding the software or startup business: unless you work extremely hard for it, you’re going to be ignored. You can’t simply assume the media attention will be there. Unless your product is revolutionary or exciting enough to be noticed, your startup will likely be lost in the swath of products on the market – unless you do something about it.

The time in which you could simply create a great product and hope or assume it would get the attention it deserves has passed. Today, if your product is going to be noticed you will need to put the hours in to get it there. Whether it be in spending weeks emailing every tech blogger you know, or in creating a massive Twitter or Facebook following to launch to, the work needs to be done to create some kind of hype for your product. Viral marketing is a technique which has been used to great success to create the kind of attention that makes a product successful, but it is very tricky to get it just right. Creating a viral sensation is something that rarely happens deliberately, but often happens by chance. If you can manage it however, profit-creating attention is almost guaranteed.

Don’t get too caught up in the excitement of launching a product, and simply assume you will be noticed. Instead, work for it, and spend some time ensuring that your product will get the attention it deserves.

Follow me on Twitter, if you like. Or check out my latest project, TapType.


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