In my latest book, DO! The Pursuit of Xceptional Execution, I interviewed entrepreneurs from around the world. They are the leaders of some of the most compelling global brands and companies, ranging from one to 3,000 employees, with turnovers from $100,000 to $130 million. I call them the Xceptionalists. They hail from Buenos Aires, Argentina to Bologna, Italy; from Des Moines, Iowa to Galway, Ireland. They run app companies, consultancies, clinics and sprawling technology corporations.
I love the concept and the story behind WeDemand – Five music-loving boys from Brazil want to see their favorite bands in their home city. They build an innovative business around the solution they found. Their story shows the magic, adventure and huge learning curve of an early stage start-up.
HOW DID IT ALL BEGIN?
“… a promoter had the possibility of bringing an act to Rio de Janeiro but was worried about the risks involved. …The deposit was $10,000 and one of the guys believed it was possible to email 120 of their friends and get 100 of them to make an investment of $100 each…. The investors knew if the concert was advertised in the open market and it sold well, then they would make their money back and of course enjoy the concert and their part therein for free.”
HOW DID YOUR IDEAS EVOLVE?
… “xceptional execution is something that is good for everyone. It balances all the parts of the process. The customers are happy because they get at worst a discounted ticket but potentially a free one to their chosen concert. The band is happy because the platform allows them to see and satisfy demand in cities they may never have thought about visiting. The promoter is happy because the crowd sourcing aspect takes the risk out of bringing the band to the venue.”
DID YOU HAVE A CLEAR VIEW OF WHERE YOU WERE GOING FROM DAY 1?
“At the outset there was no vision or business plan. Things evolved in line with the demands placed on us by others..”
HOW IMPORTANT WERE YOUR FRIENDSHIPS IN BUILDING THE BUSINESS?
“Four of the five co-founders know each other from their college days …. The final director, Pedro, became friendly with me when I was completing my Masters…. Each of us has a unique and relevant experience.”
HOW DO YOU GAIN TRACTION?
“… people have been very receptive to the idea and that is encouraging. We are getting good press and some of the artists are talking about it in their social media circles – Snoop Dog [Lion] and T Mills.”
WHAT IS YOUR SELLING STRATEGY?
“Every time we have a campaign people engage and the word spreads. We have concerts and more people learn about www.wedemand.com and it keeps on going like that. We are very driven to do what we are setting out to do in a clear and honest way. Every single day, the main focus of the whole operation is on how to keep putting the customers first.”
WEDEMAND TAKEAWAYS
• Don’t make finding a solution a goal. Find a problem first, especially one that you experience yourself.
• Satisfying a customer’s need for significance could be your unique selling point.
• Execution dampens fears.
• The power of friendships to build a business.
• No need for a plan, vision or values – just DO!
•Word of mouth both online and off is a powerful tool.
• Time for timeout in early start-up days can be a challenge, but passion can see you through.
• Never stop focusing on developing a rich customer experience.
Taken from Kevin Kelly’s new book “Do the pursuit of xceptional execution” Kevin is an internationally acclaimed leadership and motivational speaker and best selling author. For more informationwww.kevinkellyunlimited.com
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