Startups that lead are the winners.
In recessions, leadership stands out. While your competition is sitting on the sidelines, being conservative, yours is boldly marching ahead. That sets your new enterprise up for emerging from the recession at the head of the pack.
Your goal is to become the gorilla of a new market category within five years. That will make you the Google of a new category. The game is then over. You will own around thirty percent share of the new market. The second competitor will own half that. The rest will be single digit shares of market. One gorilla, a chimpanzee or two, and a dozen starving monkeys.
To become a gorilla you have to become the leader within three years, better yet within two.
You become the leader when the bloggers, Twitterers and PR media acknowledge you are the leader.
Your company achieves that buzz with social networking marketing communications. This is what Web2.0 era marcom has become all about. It is new space for fresh innovation in marketing.
What is said about your company becomes what brands your company. The company name will become associated with the word or few words that people mention most when buzzing about your company. Then you are branded. It will never change. That's one reason to carefully think about what you want to be branded with before you do your first company blog.
BOTTOM LINE: Leadership is everything to the startup. In a recession it will give you a strong competitive advantage. When you achieve that, your competition will compalin that you have an unfair competitive advantage.Congratulations!