After many years in the corporate world, a year ago I started working in startup land. By the end of my first day, I had a bunch of suggestions to offer that I thought were no brainers. But, to make it look good, I resolved to just wait until it seemed like I had spent enough time listening (I thought maybe a few days would do it) and then impart my tremendous wisdom.
And then something strange happened: I started to watch how things were done, and almost every one of my recommendations was rendered obsolete. And I was faced with this chilling doubt: What am I going to tell them that will actually help them? It was like jumping from a cruise liner to a pirate ship with my "How to Lower a Life Boat" manual. Kind of useless.
In the end, of course, there are lots of things that we so-called classic marketers can do to be helpful to start ups. But after all is said and done, I think I am getting the better end of this deal. I call it my Startup MBA. And here are the Cliffs Notes: