Since tall buildings have been around, there have been many ways they’ve fit into cities: towers in downtown, towers in the park, and most recently, towers on a whole-block development. Let’s look at a 4th way, the Tower in the Village.
Unlike the others, the Tower in the Village does not aim to be the center of attention. Instead, the upper floors are hidden behind a low front that fits in with the rest of the block. It faces a village green instead of a busy road.
Why highrise infill? Growing cities have two choices: 1) Redevelop a lot of sites to medium density, or 2) Redevelop a small number of sites to very high density. Highrise infill requires less demolition and can get more homes built faster.
More than ever, people are choosing how to spend their time based on the amount of attention they can garner—and you and I are no exception. Everyone is susceptible to this logic. But what I want to argue in this piece is that tech startup founders are particularly susceptible to this tendency.
Working at and around startups for several years, I’ve noticed many founders prioritizing culture, visibility, and perception over product, customer development, and strategy. Maybe this is to be expected in a time where culture moves faster and is perceived as more important than ever. But I find it unusual that the tech industry seems unaware of a whole class of typical mistakes founders make in pursuit of cultural relevance.
Early stage companies often deal with questions like “Why don’t we have as much adoption as we’d like at this time?” “Why aren’t we driving enough sales?” “Why is our churn rate so high and how do we raise retention?” and my favorite, “Why do we have no users?”
There are many ways to address these issues, but I find that companies frequently—and incorrectly—identify their public presence as the way to solve them.