Life & Culture

Every Startup Is In The Business Of Cultural Revolutions

You can often find resources on how to shape the culture within your company – this is very important, as it will determine how well your business will do in the long run.

However, as a startup, influencing the values ​​and behavior of people outside your organization is just as important if not more important than affecting the people within your business.

Every company has to do this to some extent – in order to get people to become your customers, you need to change their habits and behavior, and this is difficult to do without understanding their values. Why your (target) market behaves the way it does is the most important thing for any business to understand.

However, for a startup, this task becomes more difficult due to the fact that the project introduces a form of innovation in the market. This means that a change in behavior is by definition more visible and, in some cases, may require a change in values.

In a way, all startups are associated with a new cultural wave, and the most innovative and impactful startups are the primary force driving those cultural revolutions.

For example, Microsoft was the beginning of the personal computer revolution, Apple was the smartphone, Facebook was the beginning of modern social media, Tesla was the beginning of modern electric vehicles, Bitcoin was the blockchain revolution, etc.

While these are the most obvious examples, every innovative startup plays the role of a cultural engine at least in some areas on a particular scale.

Needless to say, changing human behavior en masse is very difficult. In order to do this on purpose, you need to understand the core values ​​that drive the behavior of all stakeholders in a given market.

A great example of this effect is Tesla. It’s a surprising fact that electric cars were relatively popular in the early days of automobiles. What made internal combustion engine cars the standard was the low price of fuel – so, due to economic factors, electric car producers at the end of 19y And the beginning of the 20y century did not work.

So, what has changed in the early twenty-first centurySt The century that allowed Tesla to succeed? First – much better battery technology driven by laptops and smartphones. Secondly, which is no less important – a widespread enough environmental awareness. Conserving the environment is a more common value nowadays than it was 100 years ago. This value is what helped Tesla find its first customers and investors (sustainability is one of the reasons Elon Musk was interested in starting an automobile company in the first place).

Thus, Tesla has been able to achieve success by riding both the technological and cultural wave. Later, as the company’s success and influence grew, they became one of the forces that set the direction of that cultural wave.

This is a model that any innovation must follow in order to be successful. There are cultural movements in every nook and cranny of society, and being at the forefront of one’s life is vital.

This is why timing is a critical success factor for any innovative project – knowing what problem you are solving and what vision of the future you aim for (defined by your values) is critical in order to inspire people to change their behaviors.


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