Using our team’s background in innovation, startups, law, and marketing, we are uniquely able to combine (1) product development, (2) marketing communications, and (3) messaging from day one. Founder Cameron Powell’s background in startups, since 2001, has given him an unparalleled insight into product development, but where he’s really innovated is in messaging development. He had the insight that the communication, no less than the product, should start with hypotheticals, and be iterative.
That’s the lean methodology, but applied to the continuous improvement of the story rather than just the product. The story for customers, partners, media, and investors should change with improvements continuously, informed by each piece of feedback from website analytics, customer service, sales, business development, social media, and other sources.
Meanwhile, Founder Gary Shuster has spent over 30 years actually inventing patentable inventions, shaping them into IP with maximum protectability through a mix of clever patenting strategies, trade secrets, and, an under-used method, contracts. He’s up to 262 as of this writing, and that doesn’t count the co-invention he’s done for clients over the decades.
Differentiating How You Talk About What You Do
By integrating legal and tech capabilities with sharp communication strategies, we help clients differentiate not just in what they offer, but how they talk about it.
Indeed, while most startups define the technology first, iterate it lean-style, then figure out how to message around it, there are real benefits to developing tech and messaging in tandem. One key benefit: sometimes the messaging sales and marketing would like to be able to convey drives the innovation strategy.
E.g., the sales or marketing team, which is closer to the customer, might say, “It would be great if we could say we did X better than anyone else.”
And engineering can say, “Okay, let’s build that.”
Put another way, the iterative, testable lean startup methodology applies to technology/product development as well as to communications at every level: fundraising, candidate attraction, customers, partners, media.