Startup Secret No. 17: Chase storms
A great product will only take you so far. You want to be at the center of economic change, too.
--Aaron Levie, CEO, Box
I'm impressed with Box and with its founder, Aaron Levie. His company has managed to find traction in a murderous commodity space: online storage. Box did it by focusing on the enterprise market, which is smart, but also unusual for a company run by such a young guy. Aaron is 27 and started Box when he was 20. Usually, I think, the whippersnappers build products for other kids. Think Jobs and Zuckerberg. (Gates was an anomaly).
Aaron is aggressive beyond even what I see in most startup founders. And that's where today's tip comes in. I'll let Aaron speak for himself:
At Box, we decided to go storm chasing. We set out to achieve massive customer adoption by finding markets where the tornadoes were emerging--something we could bet on before our larger competitors could. Mobile computing became one of these tornadoes, with iPad, iPhone and Android devices coming to dominate the enterprise. It's a dramatic market shift in technology away from Microsoft.
Within three hours of the iPad being announced by Steve Jobs, we put together a tablet product development team. We've quadrupled our engineering efforts around mobile in the enterprise in the past two quarters.
As more and more enterprises adopt a BYOD (bring your own device) policy in the workplace, we've seen Box adoption accelerate in parallel. At Box, a large majority of our enterprise growth (200%+ per year) is due to this mobile acceleration.
Zynga did this on Facebook. PayPal did this with internet commerce. Apple did this with digital music. Find a host platform, or a market that's about to explode, and make sure you sit at the center of it.
Startup Secrets will be taking a short break while I am at CES next week. Watch for me on our CES live coverage, especially on Tuesday, Wednesday, and Thursday at 12:30pm Pacific Time, when I'll be hosting the video show, CES In Depth. Startup Secrets will return on Tuesday, January 17th.
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