Posted on January 10, 2012 by


It’s Monday, 12:10. Place of action: the HWR canteen. While some protagonists seem to have the usual weekend jetlag you can catch other more resolute individuals on the run to their next classes, getting their caffeine shot to get ready for their next shot of curriculum. I could continue categorizing by comparing their styles of carrying their trays. Spotted: object #1 with his tray tight in his grip while scanning the room for an invitation to sit down to satisfy his need of lunch consumption. Then, there is object #2 holding her tray as far as possible to avoid spilling herself while performing the task of balancing out the weight of the tray. And there is object #3 holding his tray proudly in front of his chest, smiling while walking down the aisle to the upcoming culinary celebration. And there is me, thinking about the importance of observation for startups.

One of the reasons for deciding to blog about startups in Berlin was that we were fascinated by the hype. Now, the question is how startups can benefit from that undeniable hype. Where there’s smoke…there is competition!

In fact, the hype has attracted so many startups that it’s essential to go out there and have a look on how and what the competition is doing. Or first, who is the competition? Who could be your competition? What’s unique about your startup? Are you a trendsetter or do you need a makeover? And what’s happening within your walls? Do your employees share your enthusiasm?

Emily published a list of factors that make Berlin attractive for startups. One was that they can use Berlin ideally for scaling. They can not only scale the outcome of their operations but also predict future needs and trends. How? By observation. Like anticipating being run over by a tray-carrying individual, you might find a pedestrian’s face that screams the need for a new app. In Berlin you can observe change every day if you only develop a certain awareness. And startups can easily adapt to those seemingly small changes and observations because they are small themselves and don’t have to reshape a multidimensional monster. So watch out, there is always more to observe than the numbers on the income statements!