For over a year after launch, it was still just me and Andrew. It's amazing how much you can get done with a small number of people. In the very early stages, you don't worry as much about metrics. You make decisions quickly because you can only focus on so much. You ship MVPs and know your customers by name.
Instead of your first instinct being: who can we pay to do this for us?
Ask yourself, how can you do 80% of the work in 20% of the time.
For our Intercom video, we bought $2 worth of confetti and woke up early to work with the natural light. We stuck our camera on a flat surface and used a microphone on a pair of earphones.
As we're now growing the team, we want to make sure we don't lose that scrappy spirit. Being scrappy brings a new appreciation to the work that you do. It helps us stay focused. When you're the one putting in the work, you make sure it's something you definitely want to do. I think you'll find yourself happier with the results too.
So maybe you don't have video editing experience. Rethink the format. Do a single-take video taken on your phone. Screen record a Keynote presentation. Be realistic about your strengths and weaknesses and work within them.
Build your brand
One of the best ways to do this is via the content you produce. Your blog, social media, public speaking, podcast, etc. Anything that your potential customers might consume.
What's worked for us is sharing stories along our journey. We've shared insights on building a startup while traveling, lessons learned from changing our prices, reflections after hitting milestones. Chances are, someone else is experiencing the challenges we've faced and we can help.
They key here is we're not pushing our product. We're not measuring the success of these efforts with a number of sales. With every post, we genuinely try to add value to our audience.
It might mean that, down the road, they remember us when they need a feedback solution. It might mean that they share your product with a friend. Maybe we sparked someone's desire to apply for one of our open roles. In any case, consistently producing good content will keep your brand top of mind.
Before you think about creating content, think about documenting.
Instead of starting a podcast where you interview other founders, record your own experiences as a founder. The latter is much easier. When you're just starting out, lower your barrier to content creation.