Alex Hillman and Amy Hoy’s brand colosseum

A brand colosseum can be an identity that we buy into and a range of tools that helps us progress into and upwards through this identity.

Alex Hillman and Amy Hoy are internet friends, and have built a great business.

At the center of their brand colosseum is the idea that individuals can build a great bootstrapped product business using a few important principles, including audience-first product design and avoiding outside investment.

In their ring of commerce is a flagship cohort-based course called 30×500 Academy, a book on how to ship more effectively, a book on thinking about business in the way that Alex and Amy advocate for, and a few more information products that support the “Alex and Amy mindset”.

The relationship between the idea at the center of the Alex&Amy brand colosseum and the products in the ring of commerce is very coherent. If you did a good job of answering the question “What specific problems will be encountered by those who have bought into our approach to bootstrapping?” then you would come up with a product lineup similar to what you see in Alex&Amy’s ring of commerce.

It’s interesting to note that Alex&Amy don’t “own” the idea that individuals can build a great bootstrapped product business. Nobody owns that idea. But Alex and Amy both do a great job of promoting that idea. I hypothesize that those who share and promote ideas the most broadly and effectively become seen as the de-facto owner of the idea. So for many people, Alex and Amy will be seen as the owners of the idea that individuals can build a great bootstrapped product business.

-P

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