Just draw the damn owl.
"Something's still missing."
This was the nagging thought I had again and again over the last 6 months of 2020.
Since 2015, I have been immersed in the world of startups and side-hustles, freelancers and founders, as I helped business builders of all stripes launch everything from solo coaching practices and bootstrapped businesses to VC-funded enterprises. From coaching Seth Godin's altMBA and Akimbo Workshops, and through my own freelance coaching and consulting business, I was being exposed to those who had "made it", as well as those who were on Page 1, Line 1. In all this time, I couldn't help thinking that something was still missing for the founders who are just starting out. How do you actually get those first customers?
It wasn't a lack of information that was the problem. I was inundated with information from courses, books, blogs, how-to guides, Mastermind groups, thought leaders…you get the idea. Just sorting the good data from the so-so here seemed to be a full-time job in itself, and I felt for those who were relying on all the free information out there to get them somewhere. So the answer wasn't there either...
I also knew that if I felt it, others probably did too. That seems to be an iron law of the universe. (and also happens to be an assumption you can take to the bank when it comes to launching a new business). This was proven out during a text exchange with an entrepreneurial friend. We were texting about the launch of his new project, and he asked:
I replied with:
He replied with:
He was right. There is a Googol of information out there that assumes 2 things - you know who you want to reach, and with what.
The famous quote "A journey of a thousand miles begins with a single step." kept coming back to me, but I wondered if there was a way to answer the next question on this metaphorical journey, the question of "What direction do I start towards?" Hell, should I wear a jacket? Should I bring a snack?!
It's not a new dilemma. Starting out in any domain is an act of bravery. It assumes you are at the very least acquainted with the timeless skill of "FigureItOut-ability". There are a lot of unknowns, and questions that lead to more questions.
Funnily enough, this basic question of how you get those first customers, the "Who?" has been discussed at great depth online and in the art world, with the outcome seeming to be:
Despite the buckets of "startup advice" and founder listicles, this simple transition was still tripping up an awful lot of would-be business builders. It seemed to me that the "Internet of Good Intentions Towards Business Builders" was alive and well, and that they needed to join forces with the "Internet of No, Seriously How Do I Do This".
When I launched The First 10 Podcast, this was the gap I wanted to address. Sure, I could have talked about marketing strategies, behavioral psychology, storytelling, idea validation, etc. but these were downstream of where we all start when we launch something new. The stories from the podcast help to fill that gap. No two business journeys are alike, but we can all learn from the mistakes, as well as the things done well, that successful business builders do in those earnest first days.
In hearing the stories being told on the podcast, what I'm seeing midway through Season 2 is that every successful company has a totally different story when it comes to their First 10 Customers. Understanding customer pains, Lean Canvas, Google Ad campaigns, building in public, audience creation through Twitter outreach, selling to friends and family, creating engaging content to attract your ideal customers, cold-outreach on LinkedIn, and even standing on a street corner and asking strangers questions about their product, there is no one right way to do it.
I know what you're looking for right now. The answer. If you didn't see it coming, I submit my apologies to you for getting this far and expecting a magic-bullet solution. As the saying goes, there are no magic bullets, just lots of lead. The answer depends so much on the statement "It depends…" that I don't want to lead you down the garden path.
But if you've come this far with me, I may still be able to help. I have put a lot of thought into what I believe are the main things you need to think about as you search for your First 10 Customers. For instance, check out some of the top takeaways from the first season of The First 10 Podcast, or subscribe to the podcast for more new episodes every week or so. Even better, you can get a short video and a checklist that will help you on your way here. If you like all that and want even more, have a look at some ways we can work together. And if you really, really want to throw yourself into the deep end, I host a regular First 10 Bootcamp Session. The goal of the Bootcamp is to help you find your First 10 Customers, using a process I’ve refined over the last 4 years. Details are here.
