https://firstround.com/review/what-i-learned-from-developing-branding-for-airbnb-dropbox-and-thumbtack/

““We sold the emotion.””

“Instead, they doubled down on ensuring YouTube was a “stage for everyone to participate”—specifically someone who was simply looking to have a human experience, to laugh, to share their talents, to learn something. “My team focused on showing not telling by promoting videos that people loved”

“Her first step? Identifying their target user—the high-expectation customer. In this exclusive interview, she explains who that is, how to find them, and why every startup needs to ditch generic platitudes and start speaking to the people who will really care.”

“Position with Precision”

““Positioning is the big bet a company is making over the long term,” says Supan. “It’s the strategy for building your business, product, and brand. It’s the clear action plan that will translate into positive revenue, happy customers and a great place to work.””

“Identifying the one thing you do really well that is original and defensible is the first step. Then you have to align your business, product, operations and marketing to ensure that you are building precisely what customers need—even if they didn’t realize they needed it until it came into their lives.””

“Who is the customer that needs/wants your service or product most?

Why does your product or service matter to them?

How do they feel about your product or service?

What is its true benefit to them?

Will your product exceed their expectations?”

““If you’re working with shared or autonomous vehicles, ask: if I don’t have to drive my own car someday, then, what will I be able to accomplish now that I will get some time back in my day?” says Supan. “Or for that storage startup: If my life’s work is in the cloud, how will that change what my workday looks like?” Think about the customer who’ll get the most out of your product, so you can speak directly to them — and bet on their emotion.””

““They will always say, ‘Well, of course not,’” she says. “Resources are constrained. They have to force rank what they can build. Well, series A- and B–stage companies don’t have the resources to target every customer, either. Be selective about which customers you speak to and which ones you don’t.”””

“Enter the High-Expectation Customer”

“The first and most crucial step to successful positioning, then, is to define your ideal user—what Supan has coined “the high-expectation customer.””

““The high-expectation customer, or HXC, is the most discerning person within your target demographic. It’s someone who will acknowledge—and enjoy—your product or service for its greatest benefit,” says Supan. That discernment is key, because this customer is also someone who can help startups spread the word.

The HXC needs to be a person who others aspire to emulate because they see them as clever, judicious and insightful.”

““They look things up. They research things. And they have ideas for new types of products or services that can help them save money, gain time, get healthier or make their team more productive,””