In the last year, I’ve been introduced to a lot of amazing startups and I’ve discovered two distinct types of tech entrepreneurs. The first is the Non-Geek Visionary, who has an amazing idea but doesn’t have the technical skills to make it happen. The second is the Geekpreneur, who not only has the idea but also has the ability to build it.
What I’ve noticed about these groups is that the latter often has a hard time recognizing weaknesses and bringing others on board to handle those areas. It makes sense. Their product is truly their baby—they spent countless hours taking it from dream to reality—and handing even a piece of it off to someone else can be scary.
Geekpreneurs frequently drop the ball when it comes to marketing. An encyclopedic knowledge can make it difficult to devise a clear, concise, and clever way to communicate the product to others. “I understand what I’m doing, why don’t you?” Building something amazing is meaningless, however, if no one knows about it, understands it, or cares about it.
Creating a great “elevator pitch” isn’t difficult, but it requires stepping outside of yourself to think objectively about your product. Unfortunately, that’s not something most of us can do. The most successful business people are masters at delegation and Geekpreneurs (as well as Non-Geek Visionaries who struggle with marketing) would be well served to ask for help when it comes to writing a bio, one sheet, web verbiage, and other marketing materials.
(Shameless plug: I love using my journalism background to help entrepreneurs tell their stories. If you need help, contact me.)