Lost and Founder by Rand Fishkin

Author:Rand Fishkin
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 2018-04-24T04:00:00+00:00

A great way to build software is to start out by solving your own problems. You’ll be the target audience and you’ll know what’s important and what’s not. That gives you a great head start on delivering a breakout product.

—Jason Fried, March 2006

I thought I had an amazing idea. I thought it was going to change the world of marketing. I thought we were going to build a set of software that every business needed. I thought it would catapult Moz’s growth and revenues. I thought wrong.

It was 2011 when Adam Feldstein, then Moz’s chief product officer, and I sat down to plan out a project we called “Moz Analytics.” The new product stemmed from a theory I had that in the near future, the siloed practices of social media marketing, search engine optimization, content marketing, public relations, and online brand marketing would all merge into a single set of tactics undertaken by the same person or group at an organization. I saw how social media and content marketing worked together to bolster each other. I wrote and talked at conferences about how many PR and brand-building efforts were merging with SEO. I saw how a few organizations had already combined these practices into remarkable flywheels that generated returns greater than the sum of their parts. I knew these practitioners would need tools that worked together to optimize their efforts, track their progress, and compare themselves against the competition.

Notice how I never thought to validate my idea externally? How nearly every sentence in the passage begins with “I”? You can almost picture the train wreck on the horizon.

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