Branding & Positioning

What the greatest technology investors say about Branding & Positioning


The following is a list of the post titles by author under this topic.  Scroll further down this page to find the actual blog post by your selected author.   Author’s posts appear in reverse alphabetical order.  For example, following this list, Mark Suster’s posts appear towards the beginning of the blog page, and Chris Dixon’s post appears towards the end of the blog page.  

CHRIS DIXON  (1 post)  

Chris Dixon:  Product/Market Fit is the only Thing that Matters for a Startup

MARK SUSTER (2 posts)

Mark Suster:  Go “Fat” after Hitting Product/Market Fit

Mark Suster: The First Rule of Choosing a Brand


The First Rule of Choosing a Brand

Mark Suster Partner Upfront Ventures and former entrepreneur

“The first rule of choosing a brand [] is to figure out the image you want to project.  [Start by defining] the attributes you [want to project] when [people] think about your brand.

[] [Consider] First Round Capital [which most likely chose its name] because [it] wanted to excel at early-stage investing.” 

In sum, a brand’s name should “represent the kind of organization or community you want to build [with] either [] a functional name (i.e. Instagram) or a nonsense name that doesn’t paint you into any particular corner (Twitter) or even a generic name where you fill in the marketing messages to define that brand (Los Angeles).”   Mark Suster, Some Thoughts on Branding Startups and Communities, April 17, 2012;

Go “Fat” after Hitting Product/Market Fit

Mark Suster Partner Upfront Ventures and former entrepreneur

“[Suster] believe[s] that most companies can exist in the experimentation mode for 3-4 years. They should start “lean”.  If they hit a product /market fit (meaning you suddenly see a massive uptick in usage and/or revenue) then these companies need to go “fat”.  [Otherwise] industry titans around them will eat their lunch.”  Mark Suster, Changes in Software & Venture Capital- Part 2 of 3, June 29, 2011;

Note:  ‘Lean’ means minimizing resources as in the Lean Startup strategy espoused by Eric Ries author The Lean Startup.  ‘Fat’ means allocating significant resources to fulfill the mission.   

Product/Market Fit: The Only Thing that Matters for a Startup

Chris Dixon General Partner Andreessen Horowitz, angel investor and former entrepreneur

“An extremely useful concept [] popular among startup founders is what [] entrepreneur and investor Marc Andreessen calls “product/market fit”, which he defines as “being in a good market with a product that can satisfy that market”.  Andreessen argues persuasively that product/market fit is “the only thing that matters for a new startup” and that “the life of any startup can be divided into two parts: before product/market fit and after product/market fit.”

But it takes time to reach product/market fit. [] [Dixon believes that] the best predictor of whether a startup will achieve product/market fit is whether there is [] “founder/market fit” [meaning] founders have a deep understanding of [their market], and are people who “personify their product, business and ultimately their company.””  Chris Dixon,  Founder/market fit, June 19, 2011;