How startups can 'break through the noise' and grab attention, according to a marketer-turned-VC

In the fast-paced world of startups, securing funding is just one piece of the puzzle. Attention is equally crucial for success, as emphasized by Lindsay Kaplan, a former marketing executive and co-founder of Chief, a networking platform for women. Kaplan aims to guide startup founders in cultivating brands that resonate with their audiences. "You can pour endless funds into algorithms and advertisements," Kaplan stated in an interview. "However, without a founder capable of fostering a community and capturing the necessary attention, that investment becomes futile." Having stepped down from her role as chief brand officer at Chief last year, Kaplan is now focusing on assisting startup founders through her new position as a venture partner at Bullish, a consumer-focused venture capital firm known for investing in early-stage startups. Bullish has a notable portfolio that includes successful brands like Warby Parker, Harry’s, Peloton, and Casper. Kaplan is particularly interested in areas such as loneliness, dating, parenting, health, and identity, recognizing the potential for AI to address these issues. Yet, she acknowledges that not all AI solutions will resonate with consumers. Understanding why people should care about a product is vital, and Kaplan stresses the importance of shifting from a VC-centric pitch to a consumer-focused narrative. For AI startups, standing out requires innovative marketing strategies. Kaplan suggests that sometimes, a contrarian approach can be beneficial. While many tech companies aggressively promote AI, some successful brands, like Rocco, a smart fridge company she invested in, emphasize design and functionality instead. "This brand doesn’t lead with 'AI-powered appliance,' but rather focuses on what makes their product appealing, which has helped them gain significant traction in a saturated market," she explained. The challenge of marketing AI has become evident through various campaigns, such as the controversial Friend AI ads in New York City, which faced backlash from locals. To navigate this complex landscape, companies are increasingly turning to marketing agencies to help them connect with everyday consumers. Kaplan highlights the importance of the creator economy, which has transformed distribution channels on social media, enabling creators to drive brand awareness. The dynamic has shifted from merely focusing on customer acquisition costs to understanding who will effectively narrate the brand's story and why their audience should listen. "In today’s landscape, you can no longer simply buy distribution; you must earn it," Kaplan concluded.