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410: The Value Of Generating Hype For Your Startup

In today’s episode of The Startup Chat, Steli and Hiten talk about the value of hype in your marketing campaign.

In the startup world, it is common for a business to try to build some hype around a product that they are about to launch. However, this can leave a sour taste in the mouth of users, if the product doesn’t meet expectations, and it can hurt a brand

In today’s episode, Steli and Hiten talk about how some companies are really good at being out there, the good and the bad kind of hype, how to separate hype from the quality of a product, and much more.

Time Stamped Show Notes:

00:00 About today’s topic.

00:24 Why this topic was created.

02:00 Hiten’s thoughts on hyping your product.

02:40 How some companies are really good at being out there.

02:54 The bad kind of hype.

03:46 How to separate hype from the quality of a product.

03:59 How a great product will sell itself.

04:54 How there’s no perfect product.

05:40 There’s no such thing as a product that everybody loves.

06:39 How hyping is a balancing act.

3 Key Points:

I think there’s good hype and bad hype. There are many reasons why a product might not work for your company.If people are sharing things about a product, unsolicited, you’ll see it


Hiten Shah: Ask me. This is when it started.


Steli Efti: Hey everybody, this is Steli Efti.


Hiten Shah: And this is Hiten Shah.


Steli Efti: Today on The Startup Chat we're going to talk about the value of hype in your marketing, or for your company. Here's what I want to talk about Hiten. Hyping things. I think maybe the tech industry this has been a discipline that's been practiced quite a lot. Some companies had mastered that. Some companies were really, really great at hyping the next big thing they're launching. The thing they're launching, why it's the most amazing thing and will change everything forever, and then there was, I think, a counter trend to that where companies became much more, or startups specifically became much more engineering driven, so much closer to being truthful. The truthiness factor went up a lot and it was just like, "Let's just tell people what the product does and what the features are and functionalities." We're going back and forth, I feel like between how much tech companies and startups are hyping what they're doing, versus how much they're understated, but I recently in B2B SaaS I recently see a resurgence. There's a bunch of companies out there that, to me, seem to be particularly good at hyping. Creating hype around their brand. Creating hype around their product launches, and then when you look under the hood, they're shit is not that exceptional. Their technology is not that crazy. Their things break. A lot of when you dig a bit deeper, there's a lot of disappointment for people that look really deep, but what I realize is that the vast market doesn't look that deep. They just buy into the hype. I wanted to ask your opinion on is hype good or bad? Should hype be a thing that you excel at as a company or not? What are the dangers? Let's just digest this, or dissect this a tiny bit.


Hiten Shah: I think there's good hype and bad hype. Immediately when you started asking about this topic and wanting to talk about it, which I think is a really important topic. My first thought was, "Well, what is hype? Do we need to worry about that? I don't know." Because in a way, hype implies smoke and mirrors or something that has no substance. It implies that maybe. I want to get away from that though. I want to talk about the fact that I think what you were really getting at is some companies are really good at being out there, and basically building out a brand for themselves. We can call that hype. They're hyped up. They have hype, and things like that.


Key Smash Notes In This Episode

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