Hello, I’m Hema, and welcome to my newsletter, First Impression. Each month, I write an in-depth post on positioning, brand, or GTM strategy for early-stage startups. Join startup founders, investors, and practitioners and subscribe to get the newsletter in your inbox.
Imagine this.
You tumble down a flight of stairs and twist your ankle. You’re in pain. You think you’ve broken it. You rush to urgent care. They ask you to fill out a lengthy form. Then you wait. Your ankle is the size of a lemon. Finally, a doctor sees you. She begins to tell you about her qualifications, years of experience, her specialization, the state-of-the-art OR, the latest equipment.
Now you’re in pain and irritated as hell. You want to scream. Smash something. Or, at the very least, hobble away to another urgent care before your ankle blooms to the size of a cantaloupe.
Gross exaggeration? For sure. But think about it for a second. How many times have you landed on a website to be hit by product demos, explainer…
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