Startup Communications: The James Dean Principle

Introduction

How do you be "cool?" Well, if you were an aspiring movie star born in Fairmont, Indiana with the middle name "Byron," and a squeaky voice to boot—you may as well accept the deck isn't stacked in your favor.

Or you can get your hands on the phone number of the most famous actor in New York, call him again and again to parrot how his voice sounds, and try to steal his "cool."

If that fails, just flip on a red bomber jacket, light up a Chesterfield cigarette, get aggressive with the pomade—and start a fight with the "cool kids at school" in front of Natalie Wood. Then see if the world takes notice.

(Yeah, definitely do that.)

The James Dean Principle

"They're just... (trying to think of the proper term to describe his competitor)... not cool," said the client.

"No... you're right. They're not cool," said the consultant. "But what is cool?"

That moment, one fine morning with a client from across the pond in London, as we were looking at a competitor's website, inspired this deeper look into a topic that's never got its proper due. We're going to take time to define "cool" as it relates to startup communications.

"The James Dean Principle" is about finding cool, and tapping into society's thirst for rebellion. The definition is as follows:

"The success of every startup marketing program, relies on its ability to create an image that breaks away from status quo, and challenge conformist values."

James Dean in his most famous role as Jim Stark in the (1955) Hollywood classic "Rebel Without a Cause" puts it best:

"If I had one day when I didn't have to be all confused and I didn't have to feel that I was ashamed of everything. If I felt that I belonged someplace. You know?"

A startup should consider itself a "Jim Stark." Its role in marketing is to understand who're the casts off. Who are those individuals whose needs to belong have been ignored?

Here's how your startup can apply "The James Dean Principle:"

The image of startup brand is an emotional contrast to the corporate leader (if a new category, then a competitor who plays if safe).
The messaging of startup challenges values of status quo, and gives an alternative way forward.
The voice will be values-driven to engage a smaller, albeit passionate niche audience, more quickly than a broad corporate audience.
The identity shall avoid Switzerland syndrome: Let them love you, let them hate you—just don't let them feel neutral.

But like James Dean's moxie in the movies: A startup must create their own moments.

Moments seized in marketing, mature into momentum for the mission.

A few things to consider:

What hot topics are you leading the conversation in your industry?
Do you have a distinct POV? Or is your perspective really popular opinion?
Are you taking on the "cool kids" at school (corporate brands) who have alienated your audience? (positioning)
Finally, which famous startups come to mind... you can telephone, take creepy notes of how their voice sounds on the phone—and try to steal their "cool?"

If in doubt, flip on that red bomber jacket, and light up that Chesterfield cigarette.

Charley + Company, is a midsize startup communication advisory. We help startups learn and apply the principles of startup communications, empowering missions to grow sustainably.