Status Quo is a very powerful thing.

Have you ever heard anyone tell you that they are enjoying the hunt for a new job? They might realise that a change is necessary and important; nevertheless they would not enjoy the process. There is a certain inertia in the way things are. Change implies overcoming that inertia and changing direction. This is inherently a hard thing to do.

People hate this process; people hate change.

When a bridge falls, you just see the change happen on the day that the bridge falls; but the change has been in the works for a while. The cracks were forming for a period of time, the stresses were building, the structure was weakening; it is just that you did not have the ability to see it happening. You see the final outcome and hate the outcome.

Many people notice change when it finally arrives at their door. They think, the situation changed overnight. Change rarely happens overnight. Change has to overcome inertia and then arrive to be. Change is usually a long time in the making. It is our ability to perceive this change that is weak.

Therefore people are rarely prepared for change.

Strength had to transform into weakness and weakness into failure for the bridge to fall. While most of us notice the second part, we do not notice the first part. Change is persistent.

Most of the startups are trying to get into areas that are not traditional. They are trying to do things that have not been done before. This means that they need to change the behaviour of their customers. It is wrong to expect this change to arrive when you seek for it to arrive. It will be a gradual process beginning with taking the inertia out of the system.

Set a goal, pursue it, seek it out. Initially, it may seem like nothing is happening. Then slowly but surely, change will become visible.

Taking the Small Steps


Large market size is important; but a startup invariably starts niche and then grows. When I try to explain this to entrepreneurs, I find that most people walking down the path of entrepreneurship find it very hard to understand the need to start niche. Everyone can use this product is the usual answer I get. Most entrepreneurs I come across, who are working on tech products or online businesses expect a million customers to show up in 6 months!

Starting a business is a marathon, not a sprint. It will most likely take 10 years of your life. It is in very rare cases that someone gets a Billion dollar exit in 3 years.

The larger goals and the larger market is important; but when you are starting out, the here and now matters more. You probably do not have the money or the capabilities to serve the larger market to begin with. What is most important is to keep moving forward a step at a time.

When starting a business the first few customers are by far the most important and the most critical. They are important because they put their trust in your product/service and decide to patronise you, at the same time, these are the people who provide you some of the most critical feedback which help shape your product/service. Also, it is probably the only time in your startup journey that you can spend time listening to each customer and understanding the qualitative richness of what they are saying.

Since it is cricket season, I am going to use that example. You might want to be the best national player, but you cannot say, you will play directly at the national level. You have to try to excel at club level, then get into smaller regional teams, and progress thereon. The greater goal of reaching the pinnacle motivates you but nevertheless you focus on the here and now. You try to score the century in the small matches that you are a part of. Shine at the opportunities provided to you. Make people realise and say that this player has got real talent. This probably helps a talent scout spot you and move you up into a higher level of the game, where you should be able to excel again to move forward.

Just because your product is online, does not mean that the world is your canvas. Start with the immediate; the people that you can reach out easily. Convince them to use it; take feedback. Find people who love what you are doing. They may be few, but that is fine. They will be the people who will make others patronise you. Keep growing the circle of people who love your product. As it keeps growing bigger and bigger, you will have a real opportunity to get into the big leagues.

Rome was not built in a day, it was not built in week or months. It was built over decades. That, most often, is also the case with businesses. Very few of them ever are built in a very short period of time. Have patience and build it one brick at a time.