“Why does the guerrilla fighter fight? We must come to the inevitable conclusion that the guerrilla fighter is a social reformer, that he takes up arms responding to the angry protest of the people against their oppressors, and that he fights in order to change the social system that keeps all his unarmed brothers in ignominy and misery.” –  Che Guevara

One of the primary concern for new entrepreneurs is coping with the position of being new to a market and even more important, new to a segment, a group of people. Entrepreneurs do not operate with large marketing budgets and failing to get the attention of their targeted segments is the primary killer of new startups. The ability to engage others in an idea or business vary from person to person but are also heavily depended on the idea or business itself. It’s time to ask yourself what you’re fighting for, and if others would join that cause.

Why does it matter, one might cleverly ask? There are a lot of examples of business success’ that don’t have that noble cause. It would be a lost argument if one were to defend this allegation when it comes to concepts like for an example Flappy bird.

Flappy Bird
Screen shot of Flappy Bird.

It’s important to keep in mind that Guerilla Tactics for Entrepreneurs focuses on increasing the possibility of success, by avoiding coincidences. You should consider the amount of similarly ideas or business’ that have failed, and I thereby argue that those incredible stories often comes from relying on pure luck. If enough buys lottery tickets, somebody will probably win the first price, and they will probably get media attention. Not counting on luck to determine if you’ll be successful or not, it’s time to look at how you can increase the engagement of others. Let’s seek some inspiration in the strategies and tactics of guerilla warfare:

“The strategy and tactics of guerrilla warfare tend to focus around the use of a small, mobile force competing against a larger, more unwieldy one. The guerrilla focuses on organizing in small units, depending on the support of the local population, as well as taking advantage of terrain more accommodating of small units.” – Wikipedia

The definition of strategies and tactics behind guerilla warfare serves as the foundation of Guerilla Startup, and the focus on this post is the similarity between the small forces dependency on support from the local population and a startups dependency of support from its segment. Che Guevara’s quote helps understand why the local people are risking their wellbeing by helping the guerrilla: (The guerrilla) takes up arms responding to the angry protest of the people against their oppressors. The people are willing to help because the goal of the guerrillas is to get rid of a common problem. The essential part is that the problem is something keeping the population in ignominy and misery.

Entrepreneurs should take this into consideration when they are about to decide whether to pursue an idea or not. Is the idea something worth fighting for, both for the entrepreneur but also for the target segment. Fighting should be taken as literally as possible, as you as an entrepreneur will need to fight, to become successful. It is also rather unlikely that you’ll get the support of your target segment, without first showing that you’re willing to fight for a cause, important to them.

The commitment to fight for someone also helps to focus the team; It’s no longer about features, products or services but instead about solving a significant problem for your target segment.

Now there is only a single question left to ask: what are you fighting for?