At the inaugural South by Southwest V2V in August 2013, Rockfish Chief Marketing Officer and Brandery Co-Founder Dave Knox presented a 20/20 Vision talk on “How to Build a Startup That Thrives.” The talk answered the question of “Can today’s startups become tomorrow’s General Mills or P&Gs?” In the startup world, overnight success stories make a big splash. But what happens when initial rounds of investment dry up, the press moves on and success relies on your business strategy as much as your creativity? This presentation can help entrepreneurs, startup founders and even brand marketers look beyond the first 5 years to build a foundation for the next 60.

1. How to Build
a Startup That Thrives
Dave Knox Chief Marketing Officer, Rockfish
Co-Founder, The Brandery
@rockfish
@brandery

2. Only 71 out of 500
companies from the original 1955 Fortune list remain today.

3. General Motors
Exxon Mobil
DuPont
Texaco
General Electric
Chevron
U.S. Steel
Mobil Gulf Oil
Amoco
Shell Oil
Bethlehem Steel
Sinclair Oil
Union Carbide
CBS
Kennecott
ConocoPhillips
International Paper
Eastman Kodak
Technologies
AT&T Technologies
Republic Steel
Procter & Gamble
Goodyear Tire & Rubber
Machines
Intl. Business Machines
Alcoa
Nabisco Group Holdings
Citgo Petroleum
ARMCO
AMAX
Conoco
Fortune Brands
Phelps Dodge
Ryerson Tull
RCA
Firestone Tire & Rubber
Sunoco
Goodrich
J.E. Seagram
PPG Industries
Marathon Oil
Kraft
Boeing
Atlantic Richfield
NL Industries
Navistar International
Douglas Aircraft
Unocal
Weyerhaeuser
Tidewater Oil
Olin
Dow Chemical
USG
Pure Oil
Texasgulf
American Can
National Intergroup
Skelly Oil
Sperry
Uniroyal
General Foods
American Cyanamid
Crown Zellerbach
Anaconda
Gillette
Allis-Chalmers
United Technologies
Coca-Cola
Richfield Oil
Bendix
Caterpillar
Caterpillar
Jones & Laughlin Steel
3M
BorgWarner
Aeroquip-Vickers
Monsanto
Campbell Soup
Sunray Oil
Ingersoll-Rand
Borden Chemical
Lockheed Martin
Liggett Group
Rockwell Automation
Owens-Illinois
Asarco
General Dynamics
Continental Group
Deere
American Standard
Reynolds Metals
Youngstown Sheet &
Tube
Martin Marietta
Nabisco Brands
Amerada Hess
Curtiss-Wright
Esmark
Scott Paper
BP America
Chrysler
Corning
Manville

4. 170,000 companies closed
between 2008 and 2010. More companies closed
than opened in that time frame.

5. 60%of Fortune 1000 companies were new to the list between 1993 & 2003.

6. 50%
of startups are expected to
fail within the first year.

7. 90% of households in the US have a P&G product in them.
Only 28% of internet users ages 18-29 have used Instagram.
More than

8. Built to Last is at its core about
relentless, creative drive.

9. “We’re capitalists and we’re fighters,
and today’s David is tomorrow’s Goliath.”
–Andy Dunn, Co-founder and CEO, Bonobos

10. 6 tenets
of building a startup that
lasts.

11. Founders
don’t live
to be
100.

12. Grow talent from within - and keep
it.

13. Reinvent your product –
time and time again.

14. a lot on innovation, and that focus
reinvent ourselves many times.”
“We focus
has allowed us to
– David Powell, Retired VP Marketing, 3M

15. 1850 Express mail
1882
Money Orders
1891 Traveler’s Cheque
1919
Overseas Banking
1958 Charge Cards
1915
Travel Services
1922
Luxury Cruises
1987
Credit Cards
2003 ExpressPay
2011 Serve Pre-paid
2007
OPEN Forum

16. Build
from
your foundation.

18. Nike+ FuelBand

19. Amazon Web Services

20. Disrupt your own
disruption.

21. “Most entrepreneurial ideas will sound crazy, stupid and uneconomic, and then
they’ll turn out to be right.”
-Reed Hastings, Founder and CEO, Netflix

22. In 1997,
100% of Netflix subscriptions were DVD-based.
By 2013, the number of streaming subscribers is 3
times higher than DVD subscribers in the US.

23. Have
conviction in your thesis.

24. Google’s mission is to organize the world’s information and make it
universally accessible and useful.

25. “You want to have a future where you’re
expecting things to be better,
not one where you’re expecting things to be worse.”
–Elon Musk, CEO/Product Architect, Tesla Motors, CEO/CTO, SpaceX

26. Patagonia:
Build the best product, cause no unnecessary harm, use business to
inspire and implement solutions to the environmental crisis.
TOMS:
We’re in business to change lives.
It's a big job, and we don't do it alone. With our customers and Giving Partners, we're
transforming everyday purchases into a force for good around the world. One for One.®

27. Protect and defend your brand.

28. “Products are made in the factory, but
brands are made in the mind.”
–Walter Landor, Founder, Landor Associates

29. Zipper
Linoleum
Yo-Yo
Zip Code
Touch-tone
Videotape
Laundromat
Thermos
Dry Ice
Escalator
Cellophane
Aspirin

31. “I had to pick myself up and get on with it, do it all over again,
only even better this time.”
– Sam Walton, Founder, Walmart