37signals Marketing Philosophy

I have a business idea that I´m working on and yesterday I talked to a developer on the subjects of execution and content. We talked about 37Signals and the developer told me about a blogpost that they have on their page. The blogpost tells the story how they did to come up with a product concept. I like to use YouTube and watch what people have to say personally, so I YouTubed 37Signals and found this really interesting speech by Jason Fried a coentrepreneur at 37 and their marketing guru.

In the speech he tells the story about telling the story. Just like it is. Share the details behind the scenes. The ideas. The problems. The solutions. Everything. This way you´re not only marketing anymore you are telling about yourself and people are interested in that. And this way you get an audience. People who are actively interested in what you have to say. Because somehow they know you and because they liked the information about yourself that you shared last time, they´re interested in what you have to say next. And he says not to worry about competition. Not to get into stealth mode and hide until promotion time, when you have to do the hardcore selling with nobody interested from the start.

OK, it´s a really cool concept. I really can se the value in applying this concept to this business we are going to do next. Maybe start a blog "the whole startup story . com" or something. Start linking in future potential customers. Get people interested. Hm. It´s really difficult. I can give away all other ideas I have, but this one. I really want to keep to myself.

Ill have to do some hard thinking before I do it. Im also thinking about timing. Maybe there is such a thing as starting to tell the story to early. I always tell the story to people around me immediately. But maybe its a question what media to choose when. I really dont know.

Anyway, gonna do some hard time thinking, but until any desicion, check out Jason Frieds speech: