Many wonder why established companies choose to work with new startups. If safety and proven track records are the priority, sticking with large, established vendors seems logical. But companies often select startups for a different, compelling reason: startups help them achieve specific goals. They aren’t chosen despite being new; they are chosen because their focus and agility can deliver a desired outcome that might be harder to reach otherwise.
The core advantage a startup brings is momentum. Small teams move fast. This speed translates into quicker development cycles, faster responses to market changes, and a more direct path to innovation. Customers who need to achieve something specific now often find a startup’s pace aligns better with their urgency than the processes of a larger, more layered organization. They aren’t looking for the safest bet; they are looking for the right tool to get a specific job done effectively.
Therefore, finding the right customers is crucial. Your focus should be on markets with a clear need and the resources to invest in a solution – places where there’s an “appetite” for what you offer. More importantly, seek out those companies and individuals driven by achieving a particular outcome. These are the partners who see your potential not as a risk, but as an enabler. These early adopters are invaluable; they don’t just buy your product, they actively help you build and refine it with their feedback, ensuring it truly solves the problem they hired it for.
For everyone in the startup, from sales to product development, this understanding is key. Sales needs to highlight how your solution directly enables customer achievement and leverage your speed as a benefit. The entire team should rally around this core mission: delivering outcomes quickly and valuing those early partners who join the journey and help shape the future success of the product.