Companies Making Money

Wow, finally people noticed.

All it took was Google to supposedly offer $3.5 million to an engineer to not go to Facebook. Now, that is what rational people would call cutting off the nose to spite the face. But these are not rational times. I have been writing about the escalating irrationality in Silicon Valley, which for some odd reason exists detached from the global economic reality.

In past few months, I wrote about three major and potentially troubling signs.

• Silicon Valley & the Scent of Money talked about the increased number of startups getting funded and the amount of money being pumped into the startups going up, thanks to hyperactive, always tweeting, angel investors.


• Silicon Valley’s Talent Crunch talked about how there was a decline in certain kind of engineering talent and other professionals in the valley, thanks to the breathless hiring from giants like Zynga, Google, Apple, Facebook and Twitter.


• The media’s focus on investors and not the founders.

There are some excerpts from Fred Wilson’s post I think are worth highlighting.

I think the competition for “hot” deals is making people crazy and I am seeing many more unnatural acts from investors happening. If it were just valuations rising quickly, I’d be a bit less concerned. But we are also seeing large deals ($5mm to $15mm) getting done in a few days with little or no due diligence. Investors are showing up at the first meeting with term sheets. I have never seen phases like this end nicely.

Irrationality often doesn’t seem irrational because it is often labeled as conventional or fashionable thinking. Let’s step back for a minute: if you take what Michael Arrington wrote or what Fred Wilson has to say or my own reporting, we are beginning to see signs of hyper-inflation in the web and startup landscape.

Fred doesn’t want to call it a bubble and he is right, mostly because it is not a classic case of mass hysteria, and instead it is a madness that impacts only a certain genus, the professional investor. The implications of this early stage investment hysteria are going to be felt across the ecosystem.

Let me explain.

Google, worried and perhaps tired of losing its great engineers and talented people to other companies including Facebook, decided to fight back with a weapon it knows can be effective in the short term: money. A ten percent across the board pay hike and generous offers to exceptional and standout employees are a good way to stem the flow of talent. Facebook and others, if they do indeed want these people, now have to spend cold-hard cash to lure people out of their cushy Google gig.

Of course, one could argue that what is good for the goose is good for the gander. The more cash big web companies offer as salaries, the more startups and others are pressed to offer higher salaries to their recruits, which in turn means that startups are going to need more money. More money means that tide might turn against the angels in favor of larger Sand Hill Road firms. A million-dollar angel round isn’t enough when you have to pay $100,000 or more in engineer salaries! In other words, the startup economics are going to change.

This is not good for startup founders either. Inflation means they need to raise more money, which will come at a cost: They will be giving up a bigger portion of their business to investors. Of course, higher valuations would make exits –- still few and far between –- tougher.

I think Wilson’s comment about “investors are showing up at the first meeting with term sheets” is particularly telling and indicative of the irrationality in the market. And the sad part –- it is only going to get worse.

Image courtesy of Flickr user joelogon

Related posts from GigaOM Pro (sub req’d):

• Why Google Should Fear the Social Web


• Lessons From Twitter: How to Play Nice With Ecosystem Partners


• What We Can Learn From the Guardian’s Open Platform

Pedro Sorrentino is the first international student to attend Boulder Digital Works, a graduate school based in Boulder, Colorado that exists to build the next generation of digital professionals. Prior to moving to the States, he was the head of marketing and PR for Mediamind (Nasdaq: MDMD) in São Paulo, Brazil, his homeland.

Although startups and Madison Avenue agencies are perceived to have little in common, coffee shop-hopping entrepreneurs and modern “Don Drapers” actually share more characteristics than you might think, and they can learn a lot from one another.

The most valuable assets for startups are time and team. When working on a big idea with little money and a short time to make it real, Mark Zuckerberg’s corporate mantra “move fast and break things” is particularly a propos. Getting user feedback and making (and then fixing) mistakes as quickly as possible can help startups avoid bigger problems and bring home the bacon in the long run.

It seems that now, more than ever, it’s time for “Mad Men” everywhere to heed the advice of the entrepreneurs setting up shop in basements and coffee shops around the world.

Here are five lessons Madison Avenue can learn from startups. Add your own thoughts in the comments below.

1. Be T-Shaped

Big multinational advertising behemoths that hit their stride before the rise of the web often struggle to deliver high-quality digital and interactive work. In many cases, a hesitance to move forward or a lack of technical knowledge within a company’s talent base are at the root of this.

“Startups are most likely to have a small team. Consider eight people and a situation where four or five of them are programmers. They are not just going to do technical stuff. There’s a demand to have a broader line of thought, since there’s no one else around to do the work,” says John Keehler, principal at ClickHere, the digital division for The Richards Group.

Marketers should strive to be T-shaped professionals. This concept was born inside the creative agency Ideo and is about professionals with versatility and the ability to think like a designer or a programmer, even if you work with marketing.

T-shaped professionals have a broad view of things. In startups, this is a reality, but when it comes to big agencies, people tend to be divided in silos.

Advice for Madison Avenue: It’s important to have a wide vision and understanding of everyone who’s involved with the campaign that you’re working on. This versatility saves time and brings more ideas to the table.

2. Test, Fail and Learn

Brent Daily is the COO and co-founder of RoundPegg, a Boulder-based TechStars startup that provides online HR solutions for discovering professional personalities. He thinks that a good startup culture is one that believes “it’s OK to make mistakes and be a spectacular failure.” On the other hand, he agrees that agencies can’t easily bring this acceptance of failure into their ecosystems — after all, if they fail, their clients also fail and that can represent a huge loss of money.

Agencies should consider testing marketing campaigns and products on the web as “beta tests.” Getting feedback from users via the web is a low cost way to get a feel for how the community will take to ideas. After optimizing based on user feedback, campaigns would then be better prepared to launch on other mediums, such as TV or print. When it comes to digital, users tend to enjoy sharing their opinions and giving solid feedback. “There are so many places to go and test advertising rather than doing expensive focus groups, that the result is usually a pretty low-cost test bid for them,” says Daily.

One good example of open innovation is the startup UserVoice. The service positions itself as “customer feedback 2.0″ and allows companies to ask for feedback on an organized web platform. Perhaps some day more companies will substitute the traditional focus groups for this lower cost web alternative.

Advice for Madison Avenue: Before starting a huge ad campaign and spending millions of dollars on media, use the web as your test arena and get quick feedback from your customers.

3. Leverage PR 2.0

PR 2.0 is the art of using social tools to reach and communicate with key stakeholders. There used to be a time when public relations was all about relationships with journalists and sending out press releases. Taking clients to lunch, picking up the check and smiling was the way to go. This method still exists, but is on its way out.

Public relations is now about the art of dealing with, well, the public. Journalists are still very important, but nothing beats the credibility of your customers, and they are probably already talking about your product. The question is: Are you listening?

Fortunately, there’s less and less space for companies with bad products to succeed by deploying exceptional marketing. We as consumers just don’t accept that anymore. Product quality is the true advantage — attaching that strength to a sound PR strategy enables companies to listen to what consumers are saying, engage them and build brand awareness.

Startups take advantage out of this. When a startup offers a great solution with its product, normally there’s an engaged early adopter community ready to give free feedback. Agencies should take advantage of it, too. What better way to improve your business and its product than getting direct feedback from your core users? Initiatives like Starbucks’s customer feedback and idea generation site mystarbucksidea.com are the right way to go.

Advice for Madison Avenue: Remember that having a great product is key. But listen and allow your early adopters to influence the next meeting with your client’s R&D department.

4. Bootstrap It

If a startup can run for months (or years) without without getting funded, Mad Men can dabble in testing and running campaigns without buying media. Agencies could learn a lot by testing out the old startup method of bootstrapping; that is, getting by without external help and being cautious with expenses.

Startups, for example, use free social tools like Twitterclass="blippr-nobr">Twitter, Facebookclass="blippr-nobr">Facebook and YouTubeclass="blippr-nobr">YouTube all the time to save money and still reach large, influential, highly-targeted audiences. Increasingly, agencies and large advertisers are beginning to catch on and test them out; the Old Spice guy campaign is a very good example of this.

As that campaign proved, a Twitter account and some YouTube videos can go a long way. What’s better is that using these tools is cost effective, even if you count time invested. We know that the Old Spice guy videos were not a simple production, but this campaign was comparatively inexpensive because starting with social media is much cheaper (and oftentimes more powerful) than a TV commercial.

Advice for Madison Avenue: Remember that you can do more with less when you have a good idea and a strong plan for execution.

5. Open Up to Feedback

Good startups spend a lot of time crowdsourcing opinions and getting feedback from their communities and mentors in order to improve their products. Agencies, on the other hand, usually won’t share copy or ideas with one another or their communities until a campaign is ready to launch.

Some agencies though, are finding that it doesn’t hurt to ask others for creative or production input — that’s what Victor & Spoils is all about. Based in Boulder, Colorado, the ad agency calls itself “the world’s first creative (ad) agency built on crowdsourcing principles.”

John Windsor, Victor & Spoils CEO and former VP of strategy and innovation at CP+B, understands how disruptive new technologies can be, especially when they relate to the ad world. “We’re moving from a world of scarcity to a world of abundance. The rise of the curator class has a new generator of social creative/digital directors,” says Windsor.

This is a company that has tapped into the startup principles and made its business faster, global (it has people from all around the world giving input) and without the legacy issues that you see on Madison Avenue. As time passes, we can draw a line between businesses that embrace change and the ones that fear new ways of doing things.

Advice for Madison Avenue: Embrace change and don’t fear the unknown. Others can help your cause if you give them the right opportunity.

More Business Resources from Mashable:

- What’s the Value in a Brand Name?/> - HOW TO: Run Location-Based Google Ads/> - HOW TO: Get the Most From a Small Business Social Media Presence/> - Top 5 Qualities to Look for in Startup Job Candidates/> - Why the Best Online Marketing May Be Headed Offline

Images courtesy of MadMenYourself & class='blippr-nobr'>Flickrclass="blippr-nobr">Flickr, jolien_vallins

For more Startups coverage:

class="f-el">class="cov-twit">Follow Mashable Startupsclass="s-el">class="cov-rss">Subscribe to the Startups channelclass="f-el">class="cov-fb">Become a Fan on Facebookclass="s-el">class="cov-apple">Download our free apps for iPhone and iPad

eric seiger

Google <b>News</b> Blog: Credit where credit is due

News publishers and readers both benefit when journalists get proper credit for their work. That can be difficult, with news spreading so quickly and many websites syndicating articles to others. That's why we're experimenting with two ...

New Yorker&#39;s Music Critic Moves to <b>News</b> Corp.&#39;s Daily - NYTimes.com

Sasha Frere-Jones, a music critic at The New Yorker, will become the culture editor of The Daily, News Corporation's so-called iPad newspaper which is currently in development.

Good Economic <b>News</b> May Be Bad for Fed Recovery Plan

Consumers, the life's blood of the American economy, have shown a growing willingness to spend, but this might play havoc with the Federal Reserve's bold plans to revive the recovery.

eric seiger

Wow, finally people noticed.

All it took was Google to supposedly offer $3.5 million to an engineer to not go to Facebook. Now, that is what rational people would call cutting off the nose to spite the face. But these are not rational times. I have been writing about the escalating irrationality in Silicon Valley, which for some odd reason exists detached from the global economic reality.

In past few months, I wrote about three major and potentially troubling signs.

• Silicon Valley & the Scent of Money talked about the increased number of startups getting funded and the amount of money being pumped into the startups going up, thanks to hyperactive, always tweeting, angel investors.


• Silicon Valley’s Talent Crunch talked about how there was a decline in certain kind of engineering talent and other professionals in the valley, thanks to the breathless hiring from giants like Zynga, Google, Apple, Facebook and Twitter.


• The media’s focus on investors and not the founders.

There are some excerpts from Fred Wilson’s post I think are worth highlighting.

I think the competition for “hot” deals is making people crazy and I am seeing many more unnatural acts from investors happening. If it were just valuations rising quickly, I’d be a bit less concerned. But we are also seeing large deals ($5mm to $15mm) getting done in a few days with little or no due diligence. Investors are showing up at the first meeting with term sheets. I have never seen phases like this end nicely.

Irrationality often doesn’t seem irrational because it is often labeled as conventional or fashionable thinking. Let’s step back for a minute: if you take what Michael Arrington wrote or what Fred Wilson has to say or my own reporting, we are beginning to see signs of hyper-inflation in the web and startup landscape.

Fred doesn’t want to call it a bubble and he is right, mostly because it is not a classic case of mass hysteria, and instead it is a madness that impacts only a certain genus, the professional investor. The implications of this early stage investment hysteria are going to be felt across the ecosystem.

Let me explain.

Google, worried and perhaps tired of losing its great engineers and talented people to other companies including Facebook, decided to fight back with a weapon it knows can be effective in the short term: money. A ten percent across the board pay hike and generous offers to exceptional and standout employees are a good way to stem the flow of talent. Facebook and others, if they do indeed want these people, now have to spend cold-hard cash to lure people out of their cushy Google gig.

Of course, one could argue that what is good for the goose is good for the gander. The more cash big web companies offer as salaries, the more startups and others are pressed to offer higher salaries to their recruits, which in turn means that startups are going to need more money. More money means that tide might turn against the angels in favor of larger Sand Hill Road firms. A million-dollar angel round isn’t enough when you have to pay $100,000 or more in engineer salaries! In other words, the startup economics are going to change.

This is not good for startup founders either. Inflation means they need to raise more money, which will come at a cost: They will be giving up a bigger portion of their business to investors. Of course, higher valuations would make exits –- still few and far between –- tougher.

I think Wilson’s comment about “investors are showing up at the first meeting with term sheets” is particularly telling and indicative of the irrationality in the market. And the sad part –- it is only going to get worse.

Image courtesy of Flickr user joelogon

Related posts from GigaOM Pro (sub req’d):

• Why Google Should Fear the Social Web


• Lessons From Twitter: How to Play Nice With Ecosystem Partners


• What We Can Learn From the Guardian’s Open Platform

Pedro Sorrentino is the first international student to attend Boulder Digital Works, a graduate school based in Boulder, Colorado that exists to build the next generation of digital professionals. Prior to moving to the States, he was the head of marketing and PR for Mediamind (Nasdaq: MDMD) in São Paulo, Brazil, his homeland.

Although startups and Madison Avenue agencies are perceived to have little in common, coffee shop-hopping entrepreneurs and modern “Don Drapers” actually share more characteristics than you might think, and they can learn a lot from one another.

The most valuable assets for startups are time and team. When working on a big idea with little money and a short time to make it real, Mark Zuckerberg’s corporate mantra “move fast and break things” is particularly a propos. Getting user feedback and making (and then fixing) mistakes as quickly as possible can help startups avoid bigger problems and bring home the bacon in the long run.

It seems that now, more than ever, it’s time for “Mad Men” everywhere to heed the advice of the entrepreneurs setting up shop in basements and coffee shops around the world.

Here are five lessons Madison Avenue can learn from startups. Add your own thoughts in the comments below.

1. Be T-Shaped

Big multinational advertising behemoths that hit their stride before the rise of the web often struggle to deliver high-quality digital and interactive work. In many cases, a hesitance to move forward or a lack of technical knowledge within a company’s talent base are at the root of this.

“Startups are most likely to have a small team. Consider eight people and a situation where four or five of them are programmers. They are not just going to do technical stuff. There’s a demand to have a broader line of thought, since there’s no one else around to do the work,” says John Keehler, principal at ClickHere, the digital division for The Richards Group.

Marketers should strive to be T-shaped professionals. This concept was born inside the creative agency Ideo and is about professionals with versatility and the ability to think like a designer or a programmer, even if you work with marketing.

T-shaped professionals have a broad view of things. In startups, this is a reality, but when it comes to big agencies, people tend to be divided in silos.

Advice for Madison Avenue: It’s important to have a wide vision and understanding of everyone who’s involved with the campaign that you’re working on. This versatility saves time and brings more ideas to the table.

2. Test, Fail and Learn

Brent Daily is the COO and co-founder of RoundPegg, a Boulder-based TechStars startup that provides online HR solutions for discovering professional personalities. He thinks that a good startup culture is one that believes “it’s OK to make mistakes and be a spectacular failure.” On the other hand, he agrees that agencies can’t easily bring this acceptance of failure into their ecosystems — after all, if they fail, their clients also fail and that can represent a huge loss of money.

Agencies should consider testing marketing campaigns and products on the web as “beta tests.” Getting feedback from users via the web is a low cost way to get a feel for how the community will take to ideas. After optimizing based on user feedback, campaigns would then be better prepared to launch on other mediums, such as TV or print. When it comes to digital, users tend to enjoy sharing their opinions and giving solid feedback. “There are so many places to go and test advertising rather than doing expensive focus groups, that the result is usually a pretty low-cost test bid for them,” says Daily.

One good example of open innovation is the startup UserVoice. The service positions itself as “customer feedback 2.0″ and allows companies to ask for feedback on an organized web platform. Perhaps some day more companies will substitute the traditional focus groups for this lower cost web alternative.

Advice for Madison Avenue: Before starting a huge ad campaign and spending millions of dollars on media, use the web as your test arena and get quick feedback from your customers.

3. Leverage PR 2.0

PR 2.0 is the art of using social tools to reach and communicate with key stakeholders. There used to be a time when public relations was all about relationships with journalists and sending out press releases. Taking clients to lunch, picking up the check and smiling was the way to go. This method still exists, but is on its way out.

Public relations is now about the art of dealing with, well, the public. Journalists are still very important, but nothing beats the credibility of your customers, and they are probably already talking about your product. The question is: Are you listening?

Fortunately, there’s less and less space for companies with bad products to succeed by deploying exceptional marketing. We as consumers just don’t accept that anymore. Product quality is the true advantage — attaching that strength to a sound PR strategy enables companies to listen to what consumers are saying, engage them and build brand awareness.

Startups take advantage out of this. When a startup offers a great solution with its product, normally there’s an engaged early adopter community ready to give free feedback. Agencies should take advantage of it, too. What better way to improve your business and its product than getting direct feedback from your core users? Initiatives like Starbucks’s customer feedback and idea generation site mystarbucksidea.com are the right way to go.

Advice for Madison Avenue: Remember that having a great product is key. But listen and allow your early adopters to influence the next meeting with your client’s R&D department.

4. Bootstrap It

If a startup can run for months (or years) without without getting funded, Mad Men can dabble in testing and running campaigns without buying media. Agencies could learn a lot by testing out the old startup method of bootstrapping; that is, getting by without external help and being cautious with expenses.

Startups, for example, use free social tools like Twitterclass="blippr-nobr">Twitter, Facebookclass="blippr-nobr">Facebook and YouTubeclass="blippr-nobr">YouTube all the time to save money and still reach large, influential, highly-targeted audiences. Increasingly, agencies and large advertisers are beginning to catch on and test them out; the Old Spice guy campaign is a very good example of this.

As that campaign proved, a Twitter account and some YouTube videos can go a long way. What’s better is that using these tools is cost effective, even if you count time invested. We know that the Old Spice guy videos were not a simple production, but this campaign was comparatively inexpensive because starting with social media is much cheaper (and oftentimes more powerful) than a TV commercial.

Advice for Madison Avenue: Remember that you can do more with less when you have a good idea and a strong plan for execution.

5. Open Up to Feedback

Good startups spend a lot of time crowdsourcing opinions and getting feedback from their communities and mentors in order to improve their products. Agencies, on the other hand, usually won’t share copy or ideas with one another or their communities until a campaign is ready to launch.

Some agencies though, are finding that it doesn’t hurt to ask others for creative or production input — that’s what Victor & Spoils is all about. Based in Boulder, Colorado, the ad agency calls itself “the world’s first creative (ad) agency built on crowdsourcing principles.”

John Windsor, Victor & Spoils CEO and former VP of strategy and innovation at CP+B, understands how disruptive new technologies can be, especially when they relate to the ad world. “We’re moving from a world of scarcity to a world of abundance. The rise of the curator class has a new generator of social creative/digital directors,” says Windsor.

This is a company that has tapped into the startup principles and made its business faster, global (it has people from all around the world giving input) and without the legacy issues that you see on Madison Avenue. As time passes, we can draw a line between businesses that embrace change and the ones that fear new ways of doing things.

Advice for Madison Avenue: Embrace change and don’t fear the unknown. Others can help your cause if you give them the right opportunity.

More Business Resources from Mashable:

- What’s the Value in a Brand Name?/> - HOW TO: Run Location-Based Google Ads/> - HOW TO: Get the Most From a Small Business Social Media Presence/> - Top 5 Qualities to Look for in Startup Job Candidates/> - Why the Best Online Marketing May Be Headed Offline

Images courtesy of MadMenYourself & class='blippr-nobr'>Flickrclass="blippr-nobr">Flickr, jolien_vallins

For more Startups coverage:

class="f-el">class="cov-twit">Follow Mashable Startupsclass="s-el">class="cov-rss">Subscribe to the Startups channelclass="f-el">class="cov-fb">Become a Fan on Facebookclass="s-el">class="cov-apple">Download our free apps for iPhone and iPad

eric seiger

Google <b>News</b> Blog: Credit where credit is due

News publishers and readers both benefit when journalists get proper credit for their work. That can be difficult, with news spreading so quickly and many websites syndicating articles to others. That's why we're experimenting with two ...

New Yorker&#39;s Music Critic Moves to <b>News</b> Corp.&#39;s Daily - NYTimes.com

Sasha Frere-Jones, a music critic at The New Yorker, will become the culture editor of The Daily, News Corporation's so-called iPad newspaper which is currently in development.

Good Economic <b>News</b> May Be Bad for Fed Recovery Plan

Consumers, the life's blood of the American economy, have shown a growing willingness to spend, but this might play havoc with the Federal Reserve's bold plans to revive the recovery.

eric seiger

eric seiger

eric seiger

Google <b>News</b> Blog: Credit where credit is due

News publishers and readers both benefit when journalists get proper credit for their work. That can be difficult, with news spreading so quickly and many websites syndicating articles to others. That's why we're experimenting with two ...

New Yorker&#39;s Music Critic Moves to <b>News</b> Corp.&#39;s Daily - NYTimes.com

Sasha Frere-Jones, a music critic at The New Yorker, will become the culture editor of The Daily, News Corporation's so-called iPad newspaper which is currently in development.

Good Economic <b>News</b> May Be Bad for Fed Recovery Plan

Consumers, the life's blood of the American economy, have shown a growing willingness to spend, but this might play havoc with the Federal Reserve's bold plans to revive the recovery.

eric seiger

Wow, finally people noticed.

All it took was Google to supposedly offer $3.5 million to an engineer to not go to Facebook. Now, that is what rational people would call cutting off the nose to spite the face. But these are not rational times. I have been writing about the escalating irrationality in Silicon Valley, which for some odd reason exists detached from the global economic reality.

In past few months, I wrote about three major and potentially troubling signs.

• Silicon Valley & the Scent of Money talked about the increased number of startups getting funded and the amount of money being pumped into the startups going up, thanks to hyperactive, always tweeting, angel investors.


• Silicon Valley’s Talent Crunch talked about how there was a decline in certain kind of engineering talent and other professionals in the valley, thanks to the breathless hiring from giants like Zynga, Google, Apple, Facebook and Twitter.


• The media’s focus on investors and not the founders.

There are some excerpts from Fred Wilson’s post I think are worth highlighting.

I think the competition for “hot” deals is making people crazy and I am seeing many more unnatural acts from investors happening. If it were just valuations rising quickly, I’d be a bit less concerned. But we are also seeing large deals ($5mm to $15mm) getting done in a few days with little or no due diligence. Investors are showing up at the first meeting with term sheets. I have never seen phases like this end nicely.

Irrationality often doesn’t seem irrational because it is often labeled as conventional or fashionable thinking. Let’s step back for a minute: if you take what Michael Arrington wrote or what Fred Wilson has to say or my own reporting, we are beginning to see signs of hyper-inflation in the web and startup landscape.

Fred doesn’t want to call it a bubble and he is right, mostly because it is not a classic case of mass hysteria, and instead it is a madness that impacts only a certain genus, the professional investor. The implications of this early stage investment hysteria are going to be felt across the ecosystem.

Let me explain.

Google, worried and perhaps tired of losing its great engineers and talented people to other companies including Facebook, decided to fight back with a weapon it knows can be effective in the short term: money. A ten percent across the board pay hike and generous offers to exceptional and standout employees are a good way to stem the flow of talent. Facebook and others, if they do indeed want these people, now have to spend cold-hard cash to lure people out of their cushy Google gig.

Of course, one could argue that what is good for the goose is good for the gander. The more cash big web companies offer as salaries, the more startups and others are pressed to offer higher salaries to their recruits, which in turn means that startups are going to need more money. More money means that tide might turn against the angels in favor of larger Sand Hill Road firms. A million-dollar angel round isn’t enough when you have to pay $100,000 or more in engineer salaries! In other words, the startup economics are going to change.

This is not good for startup founders either. Inflation means they need to raise more money, which will come at a cost: They will be giving up a bigger portion of their business to investors. Of course, higher valuations would make exits –- still few and far between –- tougher.

I think Wilson’s comment about “investors are showing up at the first meeting with term sheets” is particularly telling and indicative of the irrationality in the market. And the sad part –- it is only going to get worse.

Image courtesy of Flickr user joelogon

Related posts from GigaOM Pro (sub req’d):

• Why Google Should Fear the Social Web


• Lessons From Twitter: How to Play Nice With Ecosystem Partners


• What We Can Learn From the Guardian’s Open Platform

Pedro Sorrentino is the first international student to attend Boulder Digital Works, a graduate school based in Boulder, Colorado that exists to build the next generation of digital professionals. Prior to moving to the States, he was the head of marketing and PR for Mediamind (Nasdaq: MDMD) in São Paulo, Brazil, his homeland.

Although startups and Madison Avenue agencies are perceived to have little in common, coffee shop-hopping entrepreneurs and modern “Don Drapers” actually share more characteristics than you might think, and they can learn a lot from one another.

The most valuable assets for startups are time and team. When working on a big idea with little money and a short time to make it real, Mark Zuckerberg’s corporate mantra “move fast and break things” is particularly a propos. Getting user feedback and making (and then fixing) mistakes as quickly as possible can help startups avoid bigger problems and bring home the bacon in the long run.

It seems that now, more than ever, it’s time for “Mad Men” everywhere to heed the advice of the entrepreneurs setting up shop in basements and coffee shops around the world.

Here are five lessons Madison Avenue can learn from startups. Add your own thoughts in the comments below.

1. Be T-Shaped

Big multinational advertising behemoths that hit their stride before the rise of the web often struggle to deliver high-quality digital and interactive work. In many cases, a hesitance to move forward or a lack of technical knowledge within a company’s talent base are at the root of this.

“Startups are most likely to have a small team. Consider eight people and a situation where four or five of them are programmers. They are not just going to do technical stuff. There’s a demand to have a broader line of thought, since there’s no one else around to do the work,” says John Keehler, principal at ClickHere, the digital division for The Richards Group.

Marketers should strive to be T-shaped professionals. This concept was born inside the creative agency Ideo and is about professionals with versatility and the ability to think like a designer or a programmer, even if you work with marketing.

T-shaped professionals have a broad view of things. In startups, this is a reality, but when it comes to big agencies, people tend to be divided in silos.

Advice for Madison Avenue: It’s important to have a wide vision and understanding of everyone who’s involved with the campaign that you’re working on. This versatility saves time and brings more ideas to the table.

2. Test, Fail and Learn

Brent Daily is the COO and co-founder of RoundPegg, a Boulder-based TechStars startup that provides online HR solutions for discovering professional personalities. He thinks that a good startup culture is one that believes “it’s OK to make mistakes and be a spectacular failure.” On the other hand, he agrees that agencies can’t easily bring this acceptance of failure into their ecosystems — after all, if they fail, their clients also fail and that can represent a huge loss of money.

Agencies should consider testing marketing campaigns and products on the web as “beta tests.” Getting feedback from users via the web is a low cost way to get a feel for how the community will take to ideas. After optimizing based on user feedback, campaigns would then be better prepared to launch on other mediums, such as TV or print. When it comes to digital, users tend to enjoy sharing their opinions and giving solid feedback. “There are so many places to go and test advertising rather than doing expensive focus groups, that the result is usually a pretty low-cost test bid for them,” says Daily.

One good example of open innovation is the startup UserVoice. The service positions itself as “customer feedback 2.0″ and allows companies to ask for feedback on an organized web platform. Perhaps some day more companies will substitute the traditional focus groups for this lower cost web alternative.

Advice for Madison Avenue: Before starting a huge ad campaign and spending millions of dollars on media, use the web as your test arena and get quick feedback from your customers.

3. Leverage PR 2.0

PR 2.0 is the art of using social tools to reach and communicate with key stakeholders. There used to be a time when public relations was all about relationships with journalists and sending out press releases. Taking clients to lunch, picking up the check and smiling was the way to go. This method still exists, but is on its way out.

Public relations is now about the art of dealing with, well, the public. Journalists are still very important, but nothing beats the credibility of your customers, and they are probably already talking about your product. The question is: Are you listening?

Fortunately, there’s less and less space for companies with bad products to succeed by deploying exceptional marketing. We as consumers just don’t accept that anymore. Product quality is the true advantage — attaching that strength to a sound PR strategy enables companies to listen to what consumers are saying, engage them and build brand awareness.

Startups take advantage out of this. When a startup offers a great solution with its product, normally there’s an engaged early adopter community ready to give free feedback. Agencies should take advantage of it, too. What better way to improve your business and its product than getting direct feedback from your core users? Initiatives like Starbucks’s customer feedback and idea generation site mystarbucksidea.com are the right way to go.

Advice for Madison Avenue: Remember that having a great product is key. But listen and allow your early adopters to influence the next meeting with your client’s R&D department.

4. Bootstrap It

If a startup can run for months (or years) without without getting funded, Mad Men can dabble in testing and running campaigns without buying media. Agencies could learn a lot by testing out the old startup method of bootstrapping; that is, getting by without external help and being cautious with expenses.

Startups, for example, use free social tools like Twitterclass="blippr-nobr">Twitter, Facebookclass="blippr-nobr">Facebook and YouTubeclass="blippr-nobr">YouTube all the time to save money and still reach large, influential, highly-targeted audiences. Increasingly, agencies and large advertisers are beginning to catch on and test them out; the Old Spice guy campaign is a very good example of this.

As that campaign proved, a Twitter account and some YouTube videos can go a long way. What’s better is that using these tools is cost effective, even if you count time invested. We know that the Old Spice guy videos were not a simple production, but this campaign was comparatively inexpensive because starting with social media is much cheaper (and oftentimes more powerful) than a TV commercial.

Advice for Madison Avenue: Remember that you can do more with less when you have a good idea and a strong plan for execution.

5. Open Up to Feedback

Good startups spend a lot of time crowdsourcing opinions and getting feedback from their communities and mentors in order to improve their products. Agencies, on the other hand, usually won’t share copy or ideas with one another or their communities until a campaign is ready to launch.

Some agencies though, are finding that it doesn’t hurt to ask others for creative or production input — that’s what Victor & Spoils is all about. Based in Boulder, Colorado, the ad agency calls itself “the world’s first creative (ad) agency built on crowdsourcing principles.”

John Windsor, Victor & Spoils CEO and former VP of strategy and innovation at CP+B, understands how disruptive new technologies can be, especially when they relate to the ad world. “We’re moving from a world of scarcity to a world of abundance. The rise of the curator class has a new generator of social creative/digital directors,” says Windsor.

This is a company that has tapped into the startup principles and made its business faster, global (it has people from all around the world giving input) and without the legacy issues that you see on Madison Avenue. As time passes, we can draw a line between businesses that embrace change and the ones that fear new ways of doing things.

Advice for Madison Avenue: Embrace change and don’t fear the unknown. Others can help your cause if you give them the right opportunity.

More Business Resources from Mashable:

- What’s the Value in a Brand Name?/> - HOW TO: Run Location-Based Google Ads/> - HOW TO: Get the Most From a Small Business Social Media Presence/> - Top 5 Qualities to Look for in Startup Job Candidates/> - Why the Best Online Marketing May Be Headed Offline

Images courtesy of MadMenYourself & class='blippr-nobr'>Flickrclass="blippr-nobr">Flickr, jolien_vallins

For more Startups coverage:

class="f-el">class="cov-twit">Follow Mashable Startupsclass="s-el">class="cov-rss">Subscribe to the Startups channelclass="f-el">class="cov-fb">Become a Fan on Facebookclass="s-el">class="cov-apple">Download our free apps for iPhone and iPad

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eric seiger eric seiger
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