London being one of the world’s ultimate networking and socialising destinations, I was fortunate to participate in a celebratory dinner with “man of the moment”, Kuba Wieczorek.
It wasn’t noticeable that he essentially hadn’t slept in 4 days. Kuba and his colleagues had just pulled off the fastest Start-Up-to-IPO in the history of the London market. His company didn’t even exist 2.5 years ago and was about to list on the stock market later that week at a valuation of $180m. In the two days prior to the dinner, he and his team did 33 media interviews in the UK. His product – mattresses!
Have a focus, stick to your message, be brave and do things differently
Talking to Kuba I got his 5 magic ingredients for growing Eve Sleep, the online mattress delivery service, out of nowhere so quickly.
- Casting: Hire the right people. One of his most important hires was someone to focus on the product itself and nothing but the product. Equally, quickly chuck out the wrong ones.
- Vision: He wanted to turn mattresses into something that is cool and talked about. He did so by moving away from selling a mattress and, instead, celebrating the benefits of quality sleeping and how it affects your life.
- Brand is everything: Your brand is more than a logo, it’s everything the company does. Watch the Simon Sinek videos on YouTube (TED and others) to learn about the “What, Why and How” of a brand.
- Everything is media: Turn all actions and product parts into media material. Eve Sleep turned the packaging of its mattresses into a piece of beauty which generated millions and millions worth of free PR in conventional media and social media.
- Don’t get sidetracked: Have a focus, stick to your message, be brave and do things differently. E.g., they did long-copy advertising on the London tube, which all the “experts” advised against.
It was delightful to see someone who also has a clever wife and four children pull off such a feat. I wondered WTF I have done with MY last 2.5 years, but luckily I am not yet too old to catch up. I’ll work double hard from tomorrow onwards.
Once again, this was a dinner where the lead speaker of the table did not object to anyone sharing notes with the wider public.