How Startups Can Break Through the Noise

In the age of social media overload, attention has become a hot commodity for startups. While capital is essential, it is not the only ingredient for success.

Lindsay Kaplan, a former marketing executive and cofounder of the networking company Chief, is pivoting her career to focus on coaching startup founders. She recently joined consumer-focused venture capital fund Bullish as a venture partner, where she plans to share her lessons on building culture-driving brands.

After stepping away from her role as chief brand officer at Chief last year, Kaplan is taking her experience as a founder, marketing executive, and investor to Bullish. The firm, known for backing consumer hits like Warby Parker, Harry's, Peloton, and Casper, invests in early-stage startups ranging from pre-seed to Series A.

Kaplan’s focus at Bullish spans specific categories where she believes consumer needs are ripe for innovation:

• Loneliness and social connection
• Dating and relationships
• Parenting support
• Health and wellness
• Identity and belonging

She notes that while AI can be a powerful tool to address these issues, she is acutely aware that not all AI products will resonate with real-life people.

Kaplan emphasizes that startups must fundamentally shift their mindset when pitching to consumers. While founders are accustomed to pitching venture capitalists for funding, they must learn to answer a different question.

"What a consumer cares about is what is in it for them. What do we get out of it?"

She argues that founders often struggle to switch gears from seeking investment to building a product that people genuinely want. Simply having money to pour into algorithms and buy ads is insufficient. If a founder cannot build a community and generate organic attention, financial resources alone are meaningless.

In a crowded market, Kaplan suggests that "contrarian" plays can be highly effective. While many tech companies are aggressively highlighting their AI capabilities, the most successful brands often take a different approach.

Kaplan points to Rocco, a smart fridge brand she angel invested in, as a prime example. Rather than leading with technical specifications, the brand focuses on design and functionality.

"The AI makes the product better without becoming its identity, which is how they've managed to generate incredible buzz and traction in one of the most commoditized categories in consumer hardware."

This strategy avoids the pitfalls seen in other AI marketing campaigns, such as the Friend AI ads in New York City, which were defaced by locals. By keeping AI as a supportive feature rather than the sole identity, startups can appeal to broader consumer desires.

Kaplan identifies the creator economy as a unique tool available to modern startups. She notes that early adopters have effectively become creators, rewriting the rules of who controls distribution on social media.

Previously, startups focused heavily on Customer Acquisition Cost (CAC). Today, the metric has evolved. The critical question is no longer how much it costs to acquire a user, but rather:

• Who will carry the story out into the world?
• Why will anybody listen?

Distribution is no longer something that can be bought solely through ad spend. Instead, Kaplan asserts that startups must earn their distribution through authentic storytelling and community building.

Lindsay Kaplan’s move to Bullish signals a growing recognition that brand and community are just as vital as product engineering for consumer startups. Her approach offers a roadmap for founders navigating a saturated digital landscape.

By prioritizing user benefit, utilizing contrarian marketing tactics, and leveraging the creator economy, startups can build sustainable brands. The future of consumer tech lies not just in the algorithms powering products, but in the human connections that drive their adoption.