How to Build a Castle

Or, a tech startup.

Step 1. Find out who wants wants to live in the castle.

Without a customer base to target, you’ve got no direction and, possibly, no future customers. If you’re not building a castle for a royal family to inhabit, why build it at all? Make sure someone still likes castles, and they haven’t all moved on to glass houses and Ferraris.

Step 2. Find out if anyone will live in the castle.

You might have a customer base, but are you actually solving a need they have? Everyone says they want a castle. I also said I wanted to be a princess. But then I saw what Kate Middleton’s life is like and realized that comes with a lot of responsibility. And you don’t get to wear pants. And everyone knows if you have a bad hair day. So I don’t really want to be a princess. But Kate does. Go find her. And make sure she has a deep, flesh-eating need for a castle to be built. And that she will pay you for it. And invite you over for tea.

Step 3. Find out what they want in the castle.

While you should be building a product you love, if it doesn’t meet the needs of the customer, they won’t buy it. If you’re building Kate a castle, make sure you don’t paint it blue when she’s clearly a fan of yellow. She might not like the castle anymore. Make sure there’s a baby room for George. And adequate storage for all her shoes. Ask her what she wants because there’s no telling how many shoes she actually has.

Step 4: Start with sand.

Prototypes help you (and your customers) visualize the finished product. Help her to picture standing at her bedroom window, watching the waves, or imagine little Georgey running wild in the backyard. Take note of what makes her smile and what might make her run away.

Step 5: Build the foundation.

Everything starts from the ground up. Build the basic features and get it out there before you figure out the decorations. Chandeliers are great, but they’re just big balls of glass if you don’t have the electricity figured out, the way Her Majesty wants it. Lay out the basics, and add the red carpet later.

Step 6: Get out of the sandbox.

Go out and find feedback. The faster you get someone using your product, the quicker you can determine what’s working or what you might want to change or add. Go ahead and move the staff in, even under construction. Get them to use the kitchen and plan a dinner party before you figure out whether you need 3 or 4 formal dining halls.

Step 7: Secretly record their conversations about the castle and take their suggestions.

Feedback is crucial. Get people talking, and use what they say to adjust and advance. Someone complained about the lack of flowers. And the fact that the mirrors don’t talk back. How will Kate know who IS the fairest of them all?

Step 8: Add turrets. And a moat. And a bridge to cross the moat. And maybe some crocodiles.

Incorporate feedback and add features to the bones of your product. This will be the meat. In this case, crocodile meat. Make sure Kate’s not a vegetarian.

Step 9: Remove the crocodiles.

Turns out she is. Adjust those features that aren’t meeting your customers’ needs or aren’t being utilized the way you envisioned. Chances are she’s not really trying to fend off attacks. She just wants a place to store her boat.

Step 10: Welcome the royal family.

Once you’ve built a product that meets your standards and those of your customers, start growing your customer base. You can always make adjustments and upgrades in the future. Now that you’re sure the royal fam will love their new pad, they might even recommend you to their royal friends in high places.

Step 11. Keep in touch.

Send a Christmas card. Keep little George’s birthday in your calendar. Remind them who built the home they love and make sure they’re still enjoying the view. You’re friends, after all. And George will need a castle of his own someday.