“There are two ways to make money in business: You can unbundle, or you can bundle.” — Jim Barksdale
Greg Isenberg is the Co-founder of LateCheckout — a community first studio for tech businesses. He is the former head of product strategy at WeWork, and was an advisor at TikTok.
But most of all, he is a builder of communities.
Courtland Allen interviewed him on the Indie Hackers podcast, back in July 2020. They talked about the work required to build viral products and how Indie Hackers can exploit niches to gain an advantage over larger competitors.
But most importantly, they discussed how Twitter & Reddit’s rapid growth has created a short window of opportunity for awesome business ideas.
Of course, there is luck associated with it, but viral hits can be manufactured. Greg says viral hits are where art and science meet.
The Art is the positioning, the design, and the image that you can put in people’s mind.
To promote the website, he paid an influencer to talk about his product. The influencer had a TV show and thousands of IG followers.
The Science is how you systematically get in front of everyone’s face, so it imprints in their minds.
He got multiple media outlets(like ABC, FOX, NPR) to talk about his product. He cold outreached a bunch of journalists through Twitter DMs.
He also replied to every person on Twitter who spoke about needing a haircut.
He even found a way to partner with folks at Philips and their electronic razor product.
This didn’t happen overnight.
He had to put in the work to make the right connections and “manufacture” luck for himself.
A lot of people talk about tech and design R&D, but not enough people talk about “Marketing R & D”. They don’t talk about investing in new channels that are going to help them succeed.
Each day he would put in a couple of hours on Twitter for a week, talking to a lot of people, and once he knew it was working, he hired someone else to automate the process.
And just like that, he has a marketing channel.
One to Many vs One to One
One of the cool shifts that we are seeing now is the shift away from a one-to-many model to a one-to-one model of communication.
And the internet is enabling that.
“You Probably need a haircut” is a great example of this.
This is model where you get great one-on-one mentorship from an expert from anywhere in the world. This is way better than just watching a video or reading an article from some expert. It’s a very personal mentoring/coaching experience. Where you get this great one on one mentorship. This is not a video or an article by an influencer stylist, it’s a very personal mentoring experience.