# How do others perceive you?
- URL: https://www.petrikajander.com/purpose-n-clarity/how-do-others-perceive-you/
- Author: Petri Kajander
- Date: 2022-12-12
- Language: en
- Audio: https://anchor.fm/s/7330d180/podcast/play/59380696/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fproduction%2Fexports%2F7330d180%2F59380696%2Fef9c5e812d0c47c2623289ff667e9de4.m4a
- Video: https://www.youtube.com/watch?v=03XRBlN6aro

Your branding and positions matter a lot. And it's hard to change the image if you're already in some customer-labelled box.

## Transcript (https://www.youtube.com/watch?v=03XRBlN6aro, YouTube's automatic captions)

[0:03] Welcome to business purpose and Clarity with patreon your host we talk about startup live insights practical tips mistakes failures and everything between inside of the box or you outside of the but you have certain books it's a mental box I don't mean physical box in this case and every business has a box your clients put you into that box they have a label on the box they sell for you and they in the organization used to some of the places and and that's what they will look for when they need when they need a tool for something a new tool provider then they will look at that box and maybe call you but if if you're in the wrong self you part of the utility tools or you'd.

[1:09] Necessarily boring things we need to do and we couldn't care less and we should do these things as cheaply as possible then it's probably not the best place to be and if you are put among those tools and among those boxes it's really difficult to claim another box relabel it climb the self to another level the other day I was speaking with an entrepreneur they've been building the company a few years there were a few Founders they put their own money they didn't have any investors they actually made quite impressive sales as well the issue was that it was a really good MVP the market was really good so they have proven themselves that there's this Market there's a demand they can also do sales but the back end didn't scale at this point that's all they needed to do that again the other issue was that it took a lot of sales effort to close the sales.

[2:12] So it was personal sales nothing wrong with these things but the issue is that do you want to be on that box how do you see it in the future is it scalable can you see this business becoming something which really drives your unit and cost Economics work so you have a business model which makes money is something you can be proud of and is along the vision what you want to build because if you are in certain box it might be a bit hard to get out of that and Rebrand it have another vision for the company let's take another example this is what Japanese automaker did some many many years ago actually it's called Toyota you may have heard them they are pretty big in the world some some places also the market leader they've been doing really good reliable cost but they were not exactly look how do you compete with Mercedes Audi Bentleys and whatnot if if he was seen.

[3:19] As the hammer or maybe not the hammer but some utility tool which is not glamorous it's reliable you know it's really hard to break hammer it works every time works for a long time you you need a hammer it's really fun nothing bad about hammers but it's not exactly luxurious and it's hard to bring that to a parties they created another brand called Lexus well it's the same Toyota technology but they just printed differently they targeted it so they created a new box that was from the beginning having a different story brand for the customers even though it was with a new name and obviously it was having more stuff.

[4:23] It was comparable to the other ones in some extent it was probably better than the Audi's and Mercedes is but that's what it required add only new box new story New Vision remake of the brand they didn't have a Toyota Lexus it was Lexus so this is something to keep in mind as well that when you starting with your MVP you started to build something you're testing the market and your hypothesis is approved in a sense that you're satisfied with respond you realize that there's a need there's a demand that then you do also remind yourself and acknowledge that you have a cap in a way that okay this way we do things now doesn't scale we understand that and it doesn't need to because we ended in the early States but we don't really see how we can make this to scale.

[5:27] There's some issues which prevent us to make it to scale maybe their sales issues maybe their marketing issues maybe their technical issues maybe their pricing issues maybe they are all of the and then you're facing the fact that okay what is the best way to go about from here if I don't see some way you don't need to make a note in your plan saying some magic happens here but you have no idea how it happens it's really hard to see the future and build a product because if I don't know how to make it and I'm the one who is making it who is gonna do it how are we gonna do oh those are really big questions in that case scale ability right box and the label are important so what box you want to pay in maybe you want to ask that from your customers next time how do they label.