Startup Hacks: Connect Your Startup with a Culture

If you’re launching a startup, you have to speak to a culture. Think about Uber – how it has powerfully tapped into an urban hipster culture. And Snapchat – connected to a teen culture. And recent crowdfunding campaigns like the one for URB-E, an electric bike that addresses the ‘last mile’ challenge in the greening of cities. (When people in cities use public transportation to get to work or school, getting them right to their door is a challenge. They need another solution. That’s the so-called ‘last mile’ challenge.)

My sense if that if you launch a startup without creating a social culture around it, or connecting with an existing social culture, it will drop like a rock in the ocean and never be seen again.

I’ve seen this time and again with crowdfunding campaigns, and what are crowdfunding projects but mini-startups? Often crowdfunding is used to pre-market products, testing the waters for user adoption. The projects that make it, like the New York Pizza Project, and Kittyo, tap into existing markets and cultures. The …

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