Editor’s Note: Rather than conduct our normal interview, I have asked my good friend and marketing guru Nathan Smith, President of Silverstream Consulting and Director of Marketing and Design for SUP-X, to give us his thoughts on startup marketing. This is an introductory piece and we’ll ask Nathan to return occasionally to dive deeper on the topics that he surfaces today. Enjoy.
Full text below:
Startup Marketing: The Initial Roadmap
Some people argue that startup marketing is a completely different animal than traditional marketing and that they are two distinct strategies. I’m not sure how they can justify this theory and the truth lies somewhere in between. I also think that people all too often conflate tactics with strategy. They are not the same thing either. Sun Tzu wrote, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” With these thoughts in mind, this is the roadmap I use when counseling startups in their marketing efforts: