In the beginning, startups tend to hyper-focus on discovering their product market fit (PMF), acquiring their first group of customers, and working through some needed adjustments to the product. Marketing, however, tends to be an afterthought – something you do when they feel they’re ready to do it.

However, unless a product can speak for itself, startups need a lean marketing program that centers on a solid communications strategy built from well-crafted content. And, since very few startup founders come from deep, modern marketing backgrounds, there is a tendency for these founders to focus on what they think they know, while minimizing that which they do not know.

A lean marketing program is focused on efficiency – achieving maximum productivity with minimum wasted effort or expense; and you should have started this program on day one.