Jason M. LemkinCEO, SaaStr · Co-Founder of SaaStr AI, SaaStr Fund, Adobe Sign

Unlocking the Power of WordofMouth From No One to MiniBrand

4 May 2024 · 0 min

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Jason M. Lemkin explains the concept of moving in SaaS from having no brand to achieving a “mini brand,” driven by viral word-of-mouth. A mini brand is characterized by inbound, often unexplained referrals—people approaching you because a friend or former colleague recommended you—producing a magical-feeling pull into deals. The clip gives concrete examples of referral paths (e.g., colleagues from Gainsight, Vitally) to illustrate how mini brands form.

You've got to get good at it. What you want to go in SaaS is from nothing to mini brand to brand. Mini brand is when the viral word of mouth loops in. You start to get pulled into deals magically. You don't know why you get an inbound. Hey, I heard of you from my friend Bob or Elena or. You know, I was at my last company. I was at Gainsight and went to Vitally, and I want to bring you in. That's like a mini brand.