Doesn’t it seem like everyone is shouting about their startup?
They’ll post updates on Facebook, upload pictures of their “office” at Starbucks, and speak in platitudes on Snapchat about how entrepreneurship has given them freedom and flexibility.
Something interesting about the people who shout about their business is that they tend to claim that you should also shout about your startup. Or else.
But that’s just not true.
Actually, there are many more incredible businesses that are being built very quietly. The entrepreneurs quietly–sometimes silently–put in their work day after day, night after night, weekend after weekend.
You don’t have to be loud to be noticed.
I know a good handful of tough entrepreneurs who are feeling overwhelmed by the thought of getting press, creating content, and going viral. After all, that’s what they see in their news feeds. This is leading some very confident people to experience hardcore FOMO.
If you find yourself feeling that way too, take a step back for just a second.
You’re an entrepreneur, remember? That means that you get to make your own decisions. You get to look at the resources you’ve got at hand and make a decision on how to deploy them against the market. It’s up to you to choose.
If being loud is something you think needs to happen in order to put you on the map, then become loud. Develop your strategy, do your best to execute, then measure the results just like you would any other business move you’d make.
Being heard by all isn’t as important is being heard by the right people.
Press doesn’t equal success, although it can certainly lead to success.
However, not every startup needs to run Facebook ads. Not every startup needs to have an Instagram account. Not every startup needs to make the news. Don’t feel pressure to chase those things unless you see the need to do so.
Regardless of how loudly you want to build your startup, remember this: the people who find you need to find something good.
So while people might see your advertisements, it’s what they don’t see that will make all the difference in the world. The product has to be good, the deliver has to be smooth, and the business needs to be financially stable.
Those things fall into the category of “invisible work.”
The invisible work makes you valuable.
Invisible work isn’t sexy like sales or creating the product, but invisible work is what makes your startup truly valuable.
Accounting, financial projections, payroll, paying taxes, fine-tuning processes, customer service standards, new employee onboarding, and organizing distribution channels are just a handful of things that count as invisible work.
The invisible work takes time and patience, but it’s the reason why some businesses fail and others thrive.
Put in the invisible work, and you’ll have a true business.
Would you like to help us shatter stereotypes about men?
Receive stories from The Good Men Project, delivered to your inbox daily or weekly.