After exiting Drivably - Acquired by ACV Auctions (NASDAQ: ACVA), I came to Utah to look for the companies Trent Mano is asking about.
What startups were all substance, no hype?
What startups were simply creating motion, not heat or noise?
Local awareness of your startup can be driven by community ties (e.g. you have local investors), product type (e.g. you're building consumer or startup B2B SaaS), or actual traction (this is or should be your real goal).
Hype, heat, and noise can help you secure your initial product, investors, and customers.
Some social awareness is desirable: you want awareness with the customers who will give you ARR, the investors who will give you runway, and with the talented people who will build the company when you're not in the room.
But too often, heat and noise are the unintended byproducts of systems designed to produce something else entirely. Light. Motion. Acceleration.
What kind of systems are we trying to build here?
For many startups, broad social awareness is NOT what gets you to the magical product, true fans, and TAM dominance.
What gets you there is focus.
Focus on uncomfortably narrow, intensely specific groups of people that no one else is focused on the way you are.
It requires getting used to flying under a general purpose radar.
Getting used to explaining, "So what exactly do you do again?"
For much of Savi's life, we've been so far under the general purpose radar, we weren't just in stealth mode, we were in exile.
Turns out, exile is the perfect place to build something dangerous for a small group of people.
Exile is where Savi sat down with fast-growing Utah brands and operators like Swig, Gourmandise, and Savory Fund, and designed and built the vision AI operating system for restaurant and retail.
Exile is where we found Next Coast Ventures and other investors that shared our conviction about AI transforming Main Street businesses.
So, get on the radar that matters for you.
Focus on the small, sub-scale groups of people that matter to your startup.
And maybe your time off-the-radar will be the reason you get on-the-radar in the ways that matter.