Summary of What I Learned from Developing Branding for Airbnb, Dropbox and Thumbtack

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What I Learned from Developing Branding for Airbnb, Dropbox and Thumbtack summary
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When starting a new company, it’s tempting to want to sell your product to everybody. But targeting every consumer isn’t only impossible in terms of company resources, but it also makes for an ineffective marketing strategy, according to Silicon Valley branding expert Julie Supan – the mastermind behind YouTube’s meteoric rise to success. In an exclusive interview with First Round Capital, Supan explains why every start-up should get to know its “ideal user” before starting to promote its product. getAbstract recommends her insights to marketing and branding professionals as well as to leaders of young start-ups. 

In this summary, you will learn

  • Why start-ups need to identify their “high-expectation customer” (HXC) before marketing new products,
  • How HXCs can help promote your company’s product, and
  • Why your company should make its target customer part of its identity.

About the Author

First Round is a venture capital firm that provides early-stage funding for technology companies.



Branding expert Julie Supan helped YouTube become one of Silicon Valley’s most successful companies by focusing on the practical and emotional needs of the platform’s users. She has since helped other companies, including Dropbox, Airbnb and Thumbtack, to set the foundation for becoming thriving companies. Her advice to new start-up founders may make the difference between a big-time bust and a big-time success:

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