Learnings from my new role so far
Been a few weeks at Supio now and we've been busy.
My head is spinning with insights I had to share:
Video is fucking gold. We've invested heavily in high production value, in-person customer videos that are absolutely killing it. My strategy? Clip these bad boys into short-form content and spread them EVERYWHERE - sales process, events, website, you name it. When your customers are on camera genuinely excited about how your product is solving their problems, that's marketing you can't fake. Also, in this age of the SWIPEOCALYPSE (hat tip to Ben Settle), you have to do things others can't just screenshot, pop into Claude or ChatGPT, and get a different version of. AI is making this worse by the day. You can't swipe video like that - and if you reply with "but deepfakes!!" I will permanently ban you from this list :)
Perfect is the enemy of progress. Everything is crazy iterative, and you have to get comfortable shipping stuff that's not 100% where you want it yet. Keep moving, keep improving. (I needed this reminder badly)
Product positioning is everything. Getting crystal clear on who we are and what problems we solve has already opened so many doors. This should be a healthy ongoing tension and open debate between product, leadership, sales, CS, marketing and the whole company. When everyone has skin in the positioning game, it gets real fast.
The one no one wants to hear: you have to just work fucking hard. Everyone wants to automate and find shortcuts, and that's good (over time you shouldn't burn out), but working hard to solve problems and figure them out fast is an advantage in startups. No way around it.
I'll be sharing more learnings as I go, but I'd love to hear from you too. Are you doing anything cool with video in your marketing? Reply to this email - I'm collecting tactics and would love to see what's working for others.
Brooks