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Breaking It Down: From Harvard Insights to Brand Connection Essentials

Breaking It Down: From Harvard Insights to Brand Connection Essentials

Two parts: VC insights from Harvard + fresh strategies for real brand connection

Anusha Kannan
November 7th, 2024

Hello everyone, today’s newsletter is quite lengthy because I’ve some notes from my weekend adventure as well as some notes for my marketing folks as well!

This newsletter is split into two parts.

Part one- My key takeaways from my weekend adventure at Harvard.

Part two- Marketing talk on how to actually understand your customers and speak to them instead of at them.

PART ONE- THE HARVARD ADVENTURE :)

This past weekend, I had the chance to attend a summit at Harvard University, and I’m still processing everything I learned! Whether it’s about venture capital, product development, or customer experience, the summit was packed with insights from seasoned professionals and ambitious undergrads alike.

Here’s my detailed recap of the key takeaways and valuable lessons:

1. Design Thinking and Innovation as a Foundation

One of the core principles discussed was design thinking—the process of putting the user at the center of every decision. Whether it’s a product or a service, the approach focuses on empathy, kindness, and problem-solving for real-world needs.

Innovation Process: We learned about the iterative cycles of divergence (broad brainstorming) and convergence (narrowing ideas) as crucial parts of innovation. This method pushes for observing user needs, brainstorming solutions, researching, building prototypes, and then communicating effectively with stakeholders. It’s all about adapting quickly and staying user-centered.

2. Mapping Out the Customer Journey in Product Development

For both VCs and product teams, understanding the customer journey is key to a successful product. During the summit, we dived into the journey mapping process, which starts with user stories—structured as “As a [persona], I [want to], so that [reason]”—to ensure that products align with real customer needs.

Steps in Product Development: We explored how journey mapping can inform high-level interactions, feature paths, and even wireframes to visualize each step of the user experience.
MVPs (Minimum Viable Products): Whether it’s a newsletter, a basic web app, or an automated service, starting with an MVP allows companies to test and refine ideas with minimal risk while gathering essential feedback.

3. Differentiation and Value Propositions in the VC World

A big emphasis was placed on understanding a product’s unique value proposition. For venture capitalists, it’s important to see clear differentiation in the products they invest in. A product must solve a specific problem in a unique way or bring a competitive advantage that stands out.

What VCs Look For: VCs seek answers to questions like, “How is this product different?” and “How defensible is this company’s position in its market?” This is a reminder for anyone building or marketing a product: always aim to communicate what makes you unique!

4. Networking and Relationships Matter as Much as Knowledge

The VC field is relationship-driven. Building a network is just as crucial as having in-depth knowledge of the field. We discussed how cultivating genuine relationships can open doors to funding, partnerships, and even mentorship.

The Importance of Early Networking: Entrepreneurs are encouraged to nurture relationships with VCs and advisors early, even before seeking funding, to build trust and open doors for potential deals.

5. VC vs. Private Equity – Knowing the Difference

The summit clarified the differences between venture capital and private equity, which I found incredibly helpful. VC typically focuses on early-stage investments in high-growth startups (from Pre-Seed to Series B), prioritizing team potential and vision. Private equity, on the other hand, invests in later-stage companies with established financial profiles (often from Series C to Pre-IPO).

Buy-Side vs. Sell-Side: This was an eye-opener. Sell-side roles, like those in investment banking, focus on facilitating transactions and earning commissions. Buy-side roles, such as those in VC and PE, focus on growing capital by buying assets and generating returns.

6. Sustainability and Technology Integration

Sustainability was a recurring theme. We discussed Phia, founded by Sophia Kianni and Phoebe Gates, a browser extension project that integrates tech with sustainable practices, reflecting the broader VC trend toward supporting eco-friendly and ethical initiatives. For us in marketing and product development, sustainability isn’t just a checkbox—it’s becoming central to the brand identity and values consumers look for.

Future-Oriented Investing: VCs increasingly prioritize companies that adopt sustainable practices and have a positive environmental impact. It’s a reminder that our strategies, both in product development and marketing, should consider the bigger picture.

7. Key First Call Questions for Founders

When founders first pitch to VCs, they need to be prepared for essential questions about team backgrounds, product differentiation, TAM (Total Addressable Market), competitors, revenue models, and investment terms. This highlights the importance of knowing your market and having a solid strategy to stand out.

Preparation Pays Off: These initial conversations set the tone for a potential partnership, so founders must clearly articulate their value and growth potential. For marketers and analysts, this can also apply to how we position our brands or products—being ready with strong, clear answers that define our unique edge.

8. The Role of Design Thinking in Venture Capital

VCs are embracing design thinking, not only for product innovation but also as a lens to assess potential investments. The process emphasizes putting the customer first, observing real-world problems, brainstorming solutions, and iterating quickly. This approach leads to products that are more likely to have a lasting impact and meet genuine needs.

9. Key Takeaways from Sophia Kianni’s Keynote

Climate activist Sophia Kianni’s keynote left a lasting impact. She emphasized the importance of making climate information accessible globally, especially to non-English speakers, through her project Climate Cardinals. Sophia’s message resonated with the broader theme of the summit: true success comes from creating positive value for others and identifying a mission that evolves as you do. (also made me question so much about my life and the things I do— I will talk more about some updates I am coming up with because this talk is making me question a LOT)

10. Lessons in Leadership and Continuous Curiosity

One of the final reflections from the event was the importance of continuous curiosity. Staying open to learning, growing your network, and discovering new possibilities can lead to high-potential opportunities. This applies not just in VC, but in any industry where growth and innovation are key.

From customer-centric design to understanding the VC landscape and building authentic relationships, this summit was filled with understandings that transcend industries. Beyond the technical and financial aspects, the summit was just a GREAT reminder of the importance of purpose-driven work :)

PART TWO- HOW TO CONNECT WITH CUSTOMERS (Not Just Talk AT Them)

Hold on, give me one second…

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Thank you, thank you! Back to the point…

It’s 2023, and “just reaching your audience” is not the move. Brands that actually get their customers are the ones that show up at the right moment, in the right way. Let’s talk about how to stop sounding like a sales pitch and start building real connections:

Meet Customers Where They’re At
Did you notice how Calm slid in with their “We bought this ad space to give you 30 seconds of silence” ad during one of the most high-stress TV broadcasts? Genius. They didn’t scream, “Get our app!” They understood their audience’s mental state and met them there. Imagine your brand doing that—finding ways to be exactly what your customers need in their chaotic, everyday lives.
Know Your Audience for Real
It’s not enough to know who your customer is on paper. If you’re marketing to someone who’s into fitness, don’t assume everyone’s there for the aesthetics. Are they doing it for mental health? Discipline? Knowing the real why behind your customer’s habits makes your message hit differently.
Make What’s Unique About You Clear
Stand out by being specific about why you’re different. Your story, your founder’s journey, or your brand’s values give you an edge. Brands that lean into their quirks or their unique story? Way more memorable than the ones sticking to “safe” messaging!!
Keep It Simple
Look, we all have an attention span of like, 3 seconds. If your message doesn’t make sense instantly, no one’s sticking around to decode it. Clean, clear, and quick to grasp—that’s what your messaging needs.

If you’re curious to learn more about this, check out my latest episode, “E48: Stop Sabotaging Your Brand Voice!” where I dig into how this all works and what it means for brands.