Ask someone starting a new business the reason why she’s putting all of her time, money, and effort into getting the venture off the ground and you’ll find an explanation ranging anywhere from a lofty, noble cause to just simple curiosity to plain financial opportunism. When I’m asked the same question about our new company – we’re barely six months old – I find I have a tough time answering the ‘Why?’. As long as I remember I’ve just wanted to start my own business. It’s never really been a question of ‘Why?’; I just find it fun framing everyday problems into potential business opportunities. Rather, I think the more appropriate question may be ‘What kind of impact are you trying to make?’. Now this is a question that I think is worth spending time answering.
There’s no doubt in my mind that we want to make an impact. A big one. We want to fundamentally change the way marketers work every day. We want to realign marketing’s focus to be less on learning new technologies, less on being technical experts, less on understanding marketing technology trends, less on process, and less on spending millions of dollars on underutilized software. Instead, we want to help marketers spend their time on what they do best: create compelling content, anticipate the pain points of their prospects, make their own solution vital to clients, and be able to announce this all grandly to the world. That is, ReIntent’s mission is to help marketers get back to marketing.
In a letter that Nobel Prize-winning physicist Dr. Richard P. Feynman wrote to one of his students, Feynman urges not trying to solve a problem that is “close to the gods”. Instead, he writes, “No problem is too small or too trivial if we can really do something about it.” A seemingly simple concept, yet a powerful one. The way I like to interpret this is, in solving the small problems that we can confidently solve, we offer the greatest value.
We feel strongly that ReIntent can help Marketing get back to addressing their fundamental goals even better by being hyper-focused in solving just one problem – in our case, the problem of bad data. This can mean something as simple as an incoming lead having an incorrect email address, an incomplete title, or simply not enough data before the lead gets into the hands of a salesperson. A presumably simple problem, no doubt, but one that if solved can be immensely valuable for every marketing or sales professional in the B2B space.
The problem that ReIntent is seeking to solve isn’t revolutionary. But because there is a real need to solve this problem of bad data, and because I know we can solve it, I am confident that our purpose in addressing this one simple problem can create tremendous value.