Seeing a few wellness tech startups I consult caught in this conundrum, the chicken or the egg theory, and was pretty thrilled to see you mention social proof. While Steve and Alexis did straight up manufacture activity, perhaps there’s a way to show demand by leveraging very granular data.
With just a few customers and some creative thinking, startups might not need to manufacture anything if they extract activity data from their clients, or their clients customers, who are using the technology — and displaying it the startup’s prospect.
Here’s a post I wrote a few days ago on leveraging social proof, and fomo: https://medium.com/@kevingregor/influencing-buying-decisions-psychological-and-transparency-marketing-in-wellness-deef348bfef1
Thanks for the article! Great read.