Defining and aligning on your company and team’s mission and values is a critical first step in building a successful company. Your ability to articulate a crisp summary of your “why” will help you attract customers, investors, and employees. Many startups make the mistake of skipping this step, which results in inconsistent or watered down messaging in the market, right at the point where you are seeding your story. You can mitigate this risk and maximize your chances of success by defining your North Star early on. Doing so will drive clarity and consistency in your marketing and sales plans, product roadmap,, customer success approach, etc. We will also discuss how this same philosophy can benefit individuals in their careers and personal lives.

About Scott:

Scott Kabat is the founder and CEO of 621 Consulting, where he leads a team of 350+ fractional CMOs and marketing operators who help companies build and up-level their marketing capabilities. Scott is an experienced operating executive and entrepreneur, with a track record of building scalable go-to-market engines and creating likable brands in unlikable categories. Previously, he was the CMO at One Medical and Prezi, led the growth & brand teams that launched the Flip Video line of camcorders (Cisco acquisition), co-founded a Y Combinator ed-tech company, held marketing roles at Cisco and Clorox and was a strategy consultant at AT Kearney. Scott has an MBA from Harvard Business School and a BA from the University of Pennsylvania. He lives in the San Francisco Bay Area.