Kara Swisher, a prominent technology journalist, explores why some companies achieve remarkable success while others fail. She asserts that truly great businesses share three vital characteristics necessary for enduring success.
Swisher built her reputation as a journalist covering Silicon Valley for prestigious publications like “The Washington Post” and “The Wall Street Journal.” Later, she founded her media brand Recode and authored the book “Burn Book,” a memoir about influential tech leaders.
— “I hate being an employee. I often think: ‘You’re an idiot.’ Unfortunately, I sometimes say it out loud, which gets me in trouble,” she humorously remarked.
Swisher believes that while some individuals have an innate aptitude for entrepreneurship, most can learn the necessary skills. She emphasizes that regardless of a company’s size, three elements are essential for achieving extraordinary success.
First: The Product Must Be Useful
According to Swisher, a business should primarily offer something that genuinely addresses customer problems or provides real value. In the media realm, this translates to delivering high-quality information, exclusive materials, or practical advice. The greatest challenge today is cutting through the overwhelming volume of content to provide audiences with something truly beneficial.
— “People have limited time. You have to be useful,” she underscores.
- What do they want?
- What do they need?
- What do they not yet know they need?
Second: Being Interesting Is Essential
The second critical element is being “interesting.” Swisher uses this term broadly, referring to offering something fresh, authentic, and distinctive from competitors. Humor often plays a key role in her approach, including in her podcast “Pivot,” co-hosted with Scott Galloway.
She argues that even the most useful product may struggle to reach audiences if it fails to generate interest.
Third: Create Something Unreplaceable
The most crucial factor is developing a “must-have” product—something that cannot be found elsewhere. Swisher recalls NBC promoting shows like “Friends” and “Seinfeld” as “must-see TV,” which viewers simply could not miss.
She notes that competitors often attempt to replicate such successes, but these efforts frequently end in failure.
— “You cannot bottle chemistry,” she remarked, referring to her own program’s success.
Key Question for Every Entrepreneur
Swisher believes that every entrepreneur should regularly ask themselves one fundamental question: what do I offer that customers cannot find anywhere else? According to her, the answer to this question often determines a company’s future.
— “If you can’t answer it, you have a serious problem,” she concluded.
