September 21, 2016
With the sun beginning to go down in the San Jose sky over Innovate! and Celebrate, Sean Ammirati began his talk about the Science of Growth. The talk was an extension of his popular book that explained why companies like Facebook, LinkedIn, and even McDonald’s left their competition in the dust because of their commitment to scaling up their business when the time was right. Before delving into all that he started the talk off with a very poignant phrase that had the entrepreneurs, startup founders, and conference attendees perk up with excitement:
“Entrepreneurs make the world the way the world ought to be,” said Ammirati to start off the talk.
Make the Minimum Viable Product More Viable
Once Ammirati has the room’s undivided attention, he dove into the nitty gritty of what startups can do to make sure they are growing at a substantial rate. One of the primary reasons he cited? The ability to have a minimum viable product or service that, quite frankly, is more than just viable. Particularly because that’s not what most entrepreneurs hear.
“Entrepreneurs hear the word viable and immediately think ‘crappy’ rather than awesome,” said Ammirati.
He expertly pointed out that a single minimum viable product is not the goal of startups. It’s a process that takes a lot of effort, a lot of failure, and most importantly a lot of learning. Particularly in the startup world, you’re never going to get it right on the first try. But with a commitment to learning from your mistakes, it won’t be too hard to get back on your feet and try again.
In addition to listing off the prerequisites to scaling up, which included an established founder vision, a scaleable idea solves a real problem, and an excellent first interaction, Ammirati explained that catalyzing events are the key to scaling up at the right time:
“If you ask for a company’s success story, they’ll often refer to their catalyzing events rather than their actual launch date,” said Ammirati.
Growth Needs Catalysts
He elaborated on the catalyzing events, saying that companies need to take advantage of double trigger events (like Twitter did at SXSW), algorithms that can optimize your company, viral growth, and the ability to draft your business off other successful platforms.
As Ammirati began wrapping up his talk, he explained that the science of growth was a time sensitive equation. Not only do you need to have all your startup ducks in order before reaching for the stars, you also need to make sure the world is ready for you to change it before its very eyes.
“It takes the world a long time to realize you are creating it how it ought to be.”
Check out the full science of growth discussion with Sean Ammirati below:
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