Inspirational Women Leaders Of Tech: Emily Cisek of The Postage On The Five Things You Need To Know In Order To Create A Very Successful Tech Company

An Interview With Doug Brown

Doug C. Brown
Oct 2, 2020 · 18 min read

Your focus vs. the noise — As a startup CEO you have to focus on finding the answer, and you can’t pay attention to the noise. If you think and focus on making it work regardless of outside factors you will find it. Know your purpose and let it drive all of your decisions. Purpose will keep you focused when you are building your team, coaching your team, and creating your culture

  • Avoid friction when enhancing or updating a user experience by easing them into the changes slowly vs making a lot of changes over night.
  1. Recognize that a lot of times in tech a user experience isn’t going to be perfect. Technology is a living, breathing thing that evolves over time and needs to be nurtured and updated. Consider small changes such as adding an icon or updating content to further enhance the customer’s experience.
  2. Answer their questions before they ask them. Creating strong content that supports the UX experience will lead to less customer friction, increased conversion/sales, and higher retention rates. Serving as a trusted source of information for consumers and addressing it in a sincere way is crucial.
  3. “Communicate Sincerely” is one of our core values. This means we share our ideas, feelings, concerns in a transparent, intentional, and authentic way. That’s the same way we treat our customers. We’re thoughtful and realistic with our customers and aim to meet them at the intersection of straightforward and sincere. We realize the topic of death is uncomfortable for many, so The Postage aims to help our customers and their families change the conversation about death so they can communicate sincerely with their loved ones with clear-eyed compassion.
  4. As you likely know, this HBR article demonstrates that studies have shown that retaining customers can be far more lucrative than finding new ones. Do you use any specific initiatives to limit customer attrition or customer churn? Can you share some of your advice from your experience about how to limit customer churn?
  1. Your roadmap — Identify early on the steps you need to take to get where you want to go. Identify possible hurdles and challenges along the way and set goals for each major milestone. Having a plan is important but having the ability to adapt and react is equally vital. Recognize your roadmap as a guide — not something set in stone and make changes accordingly.
  2. Your customer — Know who your customer is and their needs. Being able to identify what they want will allow you to create a better user experience for them. Understanding your customer takes time and an open ear, so create opportunities to engage with your customer and listen to them. This not only creates an opportunity for them to be heard but also gives you the ability to adapt to their needs moving forward.
  3. Your focus vs. the noise — As a startup CEO you have to focus on finding the answer, and you can’t pay attention to the noise. If you think and focus on making it work regardless of outside factors you will find it. Know your purpose and let it drive all of your decisions. Purpose will keep you focused when you are building your team, coaching your team, and creating your culture.
  4. Your team — Creating a strong base is essential in a start-up, recognize that the types of employees you need on your side are those who have grit and commitment. Starting a tech company is not an easy task, and without the right team you can quickly become discouraged or complacent. An example of this is when I was first hiring for our initial team outside of the executive group. I really liked a candidate, he was charismatic, well spoken, and had the “right” experience, however, when it came to crunch time I could tell he wouldn’t put in the extra mile because he didn’t connect fully with the product. Instead I found a hungry, candidate who would fill the gap in the business and do what it takes to win. I knew what I wanted in a candidate, I knew the real gaps in the business I was trying to fill, and I made sure that’s what we found. Every employee at The Postage lives their lives inside and outside of the office with tenacity. It’s our first core value. They are determined, passionate, persistent people who want the most out of life regardless of circumstances. They are winners because losing isn’t an option. They are my A team, and if you support and build up your A team and allow them to work fearlessly (another core value) then the product and the profits will come. I truly couldn’t do it without them.

Authority Magazine

Leadership Lessons from Authorities in Business, Film…

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

Doug C. Brown

Written by

Sales Revenue Growth Expert | CEO and Business Consultant at Business Success Factors | Author

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

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