If you didn’t surf today, you’re not the best surfer. Global Recon, Machine Shop Ventures’ 5-week lecture series at USC, kicked off with this wisdom from brand strategist Josh Madden. Madden has colored the brand histories of some of the biggest names in business and media, and on Tuesday night he offered students a one-of-a-kind crash course in the craft of building big ideas.
Here were Madden’s pro tips:
Tip #1: “If you Didn’t Surf Today, you’re Not the Best Surfer”
Madden made it clear: if you’re not working diligently at your craft every day, you’re not the best in the business today. He said, “If you do business every day, you know what business is.” The key to success in any venture is to actively pursue success and practice your craft daily. There are competitors around every corner, and the best barrier to their entry is competitive diligence. Madden says, “swim in the deep water.”
Business diligence also sustains the heartbeat of your network. “All the time you spend working on your company is how you become the person who knows everyone. That’s how you become linked. Because you’re surfing.” Persistence and repetition are key.
Tip #2: Support the Newcomers
You should network with creators before they get big. Madden said, “if you like something and you think it’s going to be huge, invest yourself in it.” This applies to your own venture, but also to the ideas of others in the startup ecosystem. It’s important to “support people that are new in business,” Madden said. You never know whose idea will take off; make connections early and invest in your long-term network.
Tip #3: “Apathy is Bad for Business”
There’s no value in working without passion. Madden talked about today’s bummer of business: “It’s a hand-me-down of bum-outs in business right now.” He called out the sunken disinterest of creators who’ve grown too comfortable and detached from the energy of creativity.
Tip #4: Curiosity is Key
Be a curious entrepreneur. Madden said, “It’s usually free to discover stuff. Go out there and meet people. Network, get in early and make friendships with people who are successful.” There’s value in expanding your friendships and channeling new perspectives. The experiences of those around you will only broaden your own. “Find something you like and do it all the time. Do something a lot and do it well. Do it often and build a job for yourself.”
Tip #5: Understand Social Media
Your social media use must have purpose and context. Madden commented, “social media: if it’s not social, and it’s not media… what are you doing?” It’s important to understand the dynamics of social networks in order to post relevant and meaningful content. There’s a desperate attempt by brands to break through the noise, and posting memes isn’t an end-all social strategy. Madden asks an important question: “what are memes even for?”
Tip #6: Insights, Insights, Insights
Every idea should be rooted in insight. Madden said, “strategies come from insights. If you can present a strategy built on insights, you can convince anyone of anything. Giving insights is the way you get to where you want to go.” You can’t force an idea if it’s not intuitive. Find reasons for why you want to build your idea, and “make sure your idea satisfies those reasons.”