👉 Attention to details
👉 Slow and process driven
👉 Don’t try to emulate the bigger companies and brands! Focus on being like a start-up
👉 How to build good content which takes some risks?
Tai Tran is a Forbes contributor, worked for Apple, and is the head of marketing of the Saas company Matter. He is also co-founder and president of the Close the Gap foundation which helps low-income students reach their fullest potential and live a fulfilling life.
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You can find more about Tai on these websites:
Close the gap foundation: https://www.closethegapfoundation.org/about
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🎧🎧 You can listen to the whole interview here:
You said something very interesting. You said you work for these big companies like apple. So milion, millions of budget and also the startups for starting from scratch or solopreneurs.
So what lessons did you learn from working or seeing both sides? Are their typical lessons that you learned or things that you say well, this worked for them.
But this could also work for the solopreneur or the startup. Are there some lessons that you can share? Yeah, absolutely. I mean, I enjoy my experience at apple very dearly. I mean, you build products, you tell stories and it's heard by millions of people across.
Yeah, it does that feel like that. And I think that's what we've been taught during our new employee orientation, obviously. But at the end of the day, it does have that impact across the world and the care. The attention through every single piece of copy or even a tweet has many people looking at it right. And also, you have a lot of people behind.
A lot of these accounts, right? And I think for me when it comes to about when I look back at my days at Apple. It was always about, the attention to detail the care for every single letter syllables, punctuation in a sentence, right? And it's very slow and methodic, very process-driven, right? And looking back, you know, when I first, you know, left apple. I always felt that we were we had too many processes and things moved too slow, right?
But you know what? I think that's what it takes when you run a big company like that with tens of 1000 decentralized employees across the world, and you're really trying to sell a product message or product. A lot of that requires a lot of discipline. And how do you say consistency when you have 10 people writing about the same thing, right?
And how do you have that brand? You have that tone across all your writers but also have different voices as well, right? That's super important. And when it comes to startups, so after apple, I also did a lot of startups, and I realized that one of the biggest pain points will startup is the ability to run a team on a scrappy budget, right? I think, at a startup, you have to take more risk. At Apple, I would say that often time we may not take as many risks as we would have wanted to, primarily just because you are a brand that is already established right. Risk is more from a standpoint of maybe product, but not too much risk in marketing. Right. I think for me, that's where startups need to early on, you will hear a lot of startups saying that we want to be Apple, right? But funnily when you're at apple a lot of apple people will say we want to be like a startup. We wanna move fast, right? And so my advice to entrepreneurs when they first start out a company is trying to not immolate those bigger brands that you come to love, right? So when I think about bigger brands, I come to love Apple, Google, Amazon, Facebook, Slack. All built very successful businesses.
But if you're on day zero, you should compare to someone on their day 2000, right? Like these companies have been there forever, and they have learned their own ways of failing and doing things the wrong and right ways. Right so as a start-up in a startup as a marketer, your goal is to like, how do you build up content good content that takes some risk but also content that is consistent.
I think one of the biggest mistakes that content marketers or even people that try to build a personal brand are that they start, but they never continue.
That's always been the new year resolution is that you start writing in January and then you see a big dip in terms of whoever is coming back to write more in February, right? I think content marketing takes consistency, but I think that's the biggest lesson I would have to like help.
Yeah, I'll tell them sooner.