#Reading
How do you transform curiosity into trust and how do you use communication to not only be heard, but to retain the right minds in the long term? An excerpt from the book “From Corporate Children to Market Masters” by Eva Friese and Markus Mayr (Storypark)
Good communication is like a perfectly coordinated orchestra: A loud drumbeat at the start attracts attention, but it is the harmonious interaction of all instruments that makes the symphony a long-term success. In the world of corporate startups, a brief spotlight is not enough. If you’re just looking for quick publicity, you’ll play a short solo while the market demands a lasting soundtrack.
How do you turn initial curiosity into real trust and how do you use communication strategically to not only be heard, but to retain the right people over the long term? Eva Friese and Markus Mayr, founders of the Storypark agency and interpreters for the interface between corporations and innovation, provide information in their book “From corporate children to market masters” the score for this success. An excerpt from the chapter: “It’s about more than just publicity“
When determining the time of communication, it is a good idea to also ask why the company decides to communicate the founding. The answer to this question not only determines the timing, but also largely determines what is communicated, in what form and by whom.
Recruiting as a communication driver
One of the most common reasons for early communication is the competition for the best minds. Especially in competitive areas such as technology or sustainability, corporate startups compete not only with other companies, but also with the entire startup scene for top talent. If you communicate too late, you may end up with empty desks and not be able to develop at the planned pace. Behind the “Project Collins” was AboutYou, now one of the most successful German e-commerce players.
Early communication for market advantage
Sometimes it’s also about “educating” the market and positioning yourself as a pioneer. Whoever is the first to announce a new technology or a new business model can establish themselves as an innovation leader – even if the actual product is still months or years away.
Tesla is a prime example of how early communication can be used for market positioning. Elon Musk announced the “Master Plan” for Tesla back in 2006, when the company was still a tiny startup. The vision of affordable electric cars for the masses was still science fiction back then. But early and constant communication helped establish Tesla as the electric car pioneer long before traditional automakers took the issue seriously.
External communication shapes internal perception
Within the parent company, early communication can help secure resources and mobilize internal support. Those who communicate their vision early and convincingly have a better chance of obtaining the necessary budgets and human resources. An early announcement can help collect feedback from test groups, potential customers and partners. These insights can be valuable for improving the product or service before it hits the market.
From corporate children to market masters
This article is an excerpt from the book “From Corporate Children to Market Masters: Positioning and Communication Strategies for Emerging Corporate Start-ups”. In their work, Eva Friese and Markus Mayr, founders of the PR agency Storypark, provide answers to how young companies grow successfully and overcome cultural barriers in the area of tension between the parent company or VC and the market. The foreword states: “This book is not a nice addition, but rather crucial to the success of any company, but especially for corporate start-ups.” It offers both theoretical basics and practical tips to sustainably strengthen innovation and competitiveness. Order now from Springer Gabler – Order now from Amazon
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