The 10 Best (and 4 Worst) TV Shows of 2018

The good, the bad, and The Good Place.
Image: Netflix, ABC, BBC America, Fox, NBC
Year In ReviewWe look back at the best, worst, and most significant moments of the year, and look forward to next year.   

It’s part of our job to watch TV here at io9, and it was a damn good year for the airwaves—you wouldn’t believe how spirited the debate was as we narrowed down our list of best shows, emerging with a 10 best (most of which won’t surprise you, since we’ve been singing their praises all year).

Read on for our top picks, as well as four shows that came up short in a 2018 that was thankfully rather packed with TV delights both traditional and streaming.

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The 10 best TV shows of 2018 (in alphabetical order)

Evan Peters as Mr. Gallant.
Photo: Kurt Iswarienko (FX)

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1. American Horror Story: Apocalypse

Even the most diehard American Horror Story fans can admit that the show’s most recent seasons haven’t exactly been its strongest—but all of that changed this year when the series returned to its roots and brought some of its most iconic characters back to the fore where they belong. In telling a story that involved characters from multiple seasons of the show, Apocalypse made it possible for a number of them to get the sorts of happy endings that American Horror Story has never really been known for. More than that, though, what really made Apocalypse feel like a true return to form is the fact that it felt very much like a reflection of the cultural anxieties plaguing us all right now in this time of political and social tumult.

The Doctor and her companions.
Photo: Ben Blackall (BBC America)

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2. Doctor Who

Jodie Whittaker’s debut season as the Doctor has been one of change—not just for the titular Time Lord, but the show at large. Chris Chibnall’s tenure began with some bold explorations of just how Doctor Who can use its incredible premise to educate, inspire, and entertain in ways starkly different than it has before, choosing to focus more on grounded, human stories than on chasing rubber-suited monsters down corridors. It’s fumbled a few times in the process, but it’s also given us some of the show’s most fascinatingly frank and powerful stories. We wouldn’t mind a few of those more traditional Who monster stories to come trickling back when Team TARDIS returns in 2020, but as far as first steps go, Whittaker, Chibnall, and the Who crew hit the ground running in 2018, sorting out fair play across the universe.

Belters get it done.
Photo: Rafy (Syfy)

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3. The Expanse

An annual fixture on io9’s best TV list, The Expanse represents just about everything we love about science fiction: it’s smart (with a consistent emphasis on the science part of science fiction), has incredibly dynamic characters, shows us conflict on both personal and planetary scales, makes the impossible feel real, and brings us hope. It’s also entertaining as hell, and this year’s third season—which cleverly bridged two of the books in the novel series that it’s based on—impressively expanded the show’s scope, as the mysterious “protomolecule” that’s been driving the action since the very first episode finally revealed its true purpose in the form of a gateway to new, alien worlds. We can’t wait to see what happens next on a show that, in a true disaster-averted scenario, almost didn’t make it to season four.

Four dead humans, an AI, and a demon, a.k.a. the afterlife’s finest comedy ensemble.
Photo: Colleen Hayes (NBC)

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4. The Good Place

How many times have we thought The Good Place could never actually work through the latest, wild shift to its unique premise? Well, actually, only three times, because there’s only been three seasons so far. But each time, this hilariously inventive series has defied our incomprehensible doubts to deliver some truly joyous television. Season three has been no exception, taking an idea that could’ve broken the entire show—returning Eleanor, Chidi, Jason, and Tahani to the living world instead of the afterlife—and turned it into a deeply funny and deeply human story of growth and change, as we see our hapless misfit crew learn to find their way in life all over again. The Good Place can do damn well anything, it seems, and we’re rather happy to delight in watching where it’ll go next.

Nothing good is at the top of those stairs.
Photo: Steve Dietl (Netflix)

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5. The Haunting of Hill House

Yeah, Mike Flanagan’s Haunting of Hill House was at its heart a ghost story, but the Netflix series, loosely adapted from the classic horror novel by Shirley Jackson, had so many other layers. It was a soap opera about siblings whose childhood stint living in the titular cursed dwelling shaped them into very, very troubled adults. It was a tragic warning that unfinished business in the past will come back to haunt you in ghostly, or even just tortured-emotional, form. It was about mental illness, and really lush set design, and camera trickery, and realizing that Henry Thomas really does look like a younger version of Timothy Hutton. Hell, it was even a cautionary tale about why you should never, ever try to flip a haunted mansion. Hill House was a lot to take in, but its carefully-crafted story more than rewarded observant viewers—and surely fueled more than a few nightmares.

Matt Ryan’s John Constantine became a regular Legends character in season four.
Photo: Dean Buscher (The CW)

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6. Legends of Tomorrow

Every time someone asks us whether they should watch Legends of Tomorrow, they always get the same answer: “Why the hell aren’t you watching it already?!” The first season of Legends of Tomorrow may have been so-so, but the CW DC show has quickly grown into one of the coolest superhero tales on TV, largely because it’s a show that knows how to have fun. Legends doesn’t care when it pokes holes into its plot or contradicts itself—hell, it embraces its own absurdity. It brings fans into an experience that isn’t always logical, but is always entertaining and makes them feel part of something special. Come on, the third season ended with a demon fighting a giant blue knockoff of Tickle Me Elmo! Truly, there’s nothing greater in this world.

It’s onnnn!
Image: Netflix

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7. She-Ra and the Princesses of Power

After seeing how awkwardly Netflix’s Voltron reboot ended up handling its narrative endgame, She-Ra and the Princesses of Power felt like a breath of fresh air, if only for the fact that it felt like a solid reimagining of a classic series that was unabashed in its desire to be a show for a 2018 audience. To put it much more simply, She-Ra was a delightfully queer, inclusive show that emphasized the importance of empathy as a source of strength—the kind of message that more programming, be it for audiences young or old, should be championing.

Ezra Bridger reaches out.
Image: Disney XD

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8. Star Wars Rebels

Technically, just the latter half of the fourth and final season of Star Wars Rebels aired in 2018, but those seven episodes alone are well-worth a spot on this list. The final episodes were basically the Rebels finally doing what Ezra Bridger had wanted to do since season one: Save his home planet of Lothal. Along the way, friends like Kanan were lost, giant mysteries were uncovered, a bunch of wolves came to prominence, and, eventually, Ezra and his Rebels achieved their goal…but not before mysteriously disappearing and leaving fans with a laundry list of massive questions. Still, Star Wars Rebels completed its run with pride, confidence, and more than a little of that Star Wars flair.

Behold, White Diamond.
Image: Cartoon Network

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9. Steven Universe

Steven Universe has always been a ridiculously fantastic show, but the places the series has gone in its most recent season this year have been satisfying in a way that simply cannot be overstated. It’s been years since we were first introduced to Garnet, Amethyst, and Pearl and—difficult as it is to believe—Steven Universe is at a point where their story’s about to come to an end. It’s a bittersweet time to be a fan of the show, to be sure, but it’s also incredibly fantastic to see how this epic plot is finally going to come to a close.

Thandie Newton’s performance was one of the season’s top highlights.
Photo: Jordin Althaus (HBO)

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10. Westworld

There was no way to casually absorb Westworld’s second season. Viewers had to dig in and really pay attention to the clues, bread crumbs, and occasional red herrings in episodes that frequently flashed back to the park’s earliest origins while poking into its extended mystery—which involved a “door” that seemed to hold the key to both corporate monolith Delos’ true motivations, as well as the Hosts’ ascension to human-level consciousness. Honestly, even if you watched Westworld multiple times you might not come up with an answer for every question the show poses, but its more challenging aspects are a huge part of its appeal. That, and excellent moments like Thandie Newton’s Maeve showing off her deadly swordplay skills, and standout episode “Kiksuya,” which shined a much-needed spotlight on one of the show’s most intriguing supporting characters.


The 4 worst TV shows of 2018 (in alphabetical order)

As you can see, we actually had a hard time coming up with enough shows for this list; most of the stuff we didn’t like this year was more underwhelming, disappointing, or generally meh, rather than worthy of public shame. But these four did manage to stand out.

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That dress appears to be rather…uncomfortable.
Image: ABC

1. Once Upon a Time

It’s unfortunate that things had to end this way. After most of the original cast of Once Upon a Time left at the end of season six, the show decided to do a soft reboot with its few remaining stars—moving the series to another city and centering the show around an adult version of the Henry Mills character. For a little while, it seemed to work but it became clear that the showrunners had no idea what to do with this premise, and quickly fell back on old habits before getting canceled. What could have been a revitalization of a series that had been around for so long turned into the dying spark of an already dead series. Once Upon a Time may have started out strong, but it ended a dud.

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Claire (Caitriona Balfe) and Jamie (Sam Heughan) looking very serious indeed.
Photo: Starz

2. Outlander

Outlander is usually a damn fine show, anchored by Caitriona Balfe’s Claire, a clever, time-traveling 20th-century surgeon living rough with her 18th-century Highland warrior husband. But the second episode of the currently-airing fourth season, “Do No Harm,” exemplified everything that’s wrong with the series. In colonial America, Claire faces a dilemma: Kill a wounded slave to ease his suffering, or hand him over to a mob for lynching. Choosing to frame the episode from Claire’s point of view and denying every single black person in the episode a voice or agency is a major misstep, to put it mildly. The decision also had us worried about how the show will continue to handle issues of race; the brutal scalping of a Native American woman by a German man in a later episode compounded the problem. This show desperately needs more diversity both on the screen and behind the camera.

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Deep-space drama on Nightflyers.
Photo: Jonathan Hession (Syfy)

3. Nightflyers

A sci-fi horror story adapted from a novella by George R.R. Martin, Syfy’s haunted house-in-space drama Nightflyers samples The Shining, Psycho, Event Horizon, 2001: A Space Odyssey, Alien, and other genre touchstones, while also slathering on heaping amounts of body horror, psychic horror, relationship drama, and mental angst (primarily of the can’t-escape-my-past variety). What could go wrong? Well…everything. In the shocking opening scene—a flash-forward to the ninth episode of the 10-episode series—we see one of the main characters cut her own throat to escape the ship’s nightmares. So we know certain doom awaits. Everyone aboard the Nightflyer suffers through the most miserable space flight ever, as the mission to intercept a race of technologically-advanced aliens becomes a shrill parade of unstable, unlikable characters who have no business being in deep space, much less making first contact, tormenting each other while also being tormented by an evil AI, horrific visions, a freaky space cult, spooky kids, and killer space mold. All those terrors start to feel awfully repetitious after a while, and even the “big” reveals feel pretty meh (or even worse, a little too familiar)—a problem compounded by the fact that we’re never invited to care about the characters or whether or not they complete their journey.

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Here lies The X-Files.
Photo: Robert Falconer (FOX)

4. The X-Files

The trouble started back in 2016’s season 10, when the iconic sci-fi series returned to TV after a 14-year gap. We were generally underwhelmed, but it’s The X-Files—it had a lot of goodwill to burn through before making us turn our backs on the series. Which, after season 11, we did (following in the path of star Gillian Anderson). Sure, there was one really fantastic episode, “The Lost Art of Forehead Sweat”—a clever riff on “fake news,” conspiracy theorists, and the X-Files itself, scripted by fan-favorite Darin Morgan. But one enjoyable hour couldn’t cancel out season 11’s greatest sins, which began when we learned season 10 was all a dream, or a prophecy, or whatever, in the premiere (ughhhh), and ended by reducing Agent Scully to being a baby vessel for her and Mulder’s second-chance spawn. As io9 deputy editor Jill Pantozzi correctly pointed out in her review of the last episode, creator Chris Carter—who wrote and directed the finale—“has finally brought his once-beloved TV series to a low point it can never, ever recover from.” At least we’ll always have those reruns of the seasons when it was actually good.

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What Old Tech Needs to Make a Comeback in 2019?

With the end of the year upon us, all of the most recent trends are officially dead and it’s time to make some new ones. But rather than thinking about which appliance should be connected to the internet next, we want to know which old tech features, gadgets, and doo-dads deserve to be rescued from the dustbin of history.

The staff of Gizmodo got together in Slack—a new twist on the traditional watercooler—to brainstorm a few of our favorite picks for old tech that deserves a new life. Here’s what we came up with.

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Phone Calls: We hit peak robocall recently, so it’s understandable that you might not want to answer the phone. But maybe ask someone if they’re “free to talk” via text message and hang on the phone a little while. It’s nice! We’d also like to see more rotary phones.

The Clapper: No need to surveil yourself with a smart speaker just so you can say “Alexa, turn the lights off.” For years, lazy people were doing just fine with a simple clap.

CB Radios: CB radios were kind of like Twitter for truckers. You could talk to all the strangers you wanted but you always called each other “good buddy.”

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Filmstruck: Filmstruck was a good place for streaming movies.

The Space Shuttle: Several bored billionaires are working on this one but we want the real deal: some publicly-owned, feel-good shit from NASA.

Reel-to-Reel Tape Machines: Two-inch analog tape is the new vinyl.

Road Atlases/Physical Maps: Digital map services don’t get enough hate. Mostly because they’re great, totally convenient, and there’s not much to complain about. But physical maps were great objects and they leave you just a little more room to accidentally get lost in a good way.

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Glow-in-the-Dark Stuff: Why not?

Translucent Gadgets: We’ve covered this, but it’s time to bring back transparent gadgets.

Away Messages: With Verizon’s disastrous handling of AOL and the newly renamed “Verizon Media Group,” don’t expect to get AIM back anytime soon. But more social media and messaging services should give us that sweet away message option.

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Affordable College: We’ve heard about it, but it sounds like one of those mythical technologies from the lost city of Atlantis.

Single-Serving Handheld Games: No flicking between apps, no options, no distractions. Just you and whatever crappy little game you’ve set your mind to mastering.

Cubicles: Thanks to workplace culture icons like Dilbert, the cubicle was once considered the epitome of the soul-sucking office environment. Turns out Dilbert wasn’t funny, and it was very wrong about cubicles. These days, open plan office dwellers all simply want a little space to themselves.

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Hopefully, those suggestions jogged some minds, because we really want to hear your choices. What incredible innovation didn’t get enough love, was erroneously deemed irrelevant, or just straight-up ruled?

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People lost their damn minds when Instagram accidentally went horizontal

Earlier today, when Instagram suddenly transformed into a landscape-oriented Tinder-esque nightmare, the app’s dedicated users extremely lost their minds and immediately took to Twitter to be vocal about it.

As we reported, the company admitted that the abrupt shift from Instagram’s well-established vertical scrolling was a mistake. The mea culpa came quickly enough, but Instagram’s accidental update was already solidified as one of the last meme-able moments of 2018.

Why learn about the thing itself and why it happened when you could watch the meta-story play out in frantic, quippy tweets, all vying for relevance as we slide toward 2019’s horrific gaping maw? If you missed it the first time around, here you go.

A handful of memes even managed to incorporate another late-2018 meme, Sandra Bullock in Bird Box — a Netflix original that is not a birds-on-demand service, we are told.

Unupdate might not be a word, but it is absolutely a state of mind.

For better or worse, the Met got involved with what we can only assume is a Very Important Artifact for the cause.

But can we ever really go back? Can we unsee a fate so great, one still looming on some distant social influencer shore? Probably yeah, but that doesn’t mean we won’t all lose it if it happens again.

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Iota Biosciences raises $15M to produce in-body sensors smaller than a grain of rice

Fitness trackers and heart-rate monitors are all well and good, but if you want to track activity inside the body, the solutions aren’t nearly as convenient. Iota Biosciences wants to change that with millimeter-wide sensors that can live more or less permanently in your body and transmit wirelessly what they detect, and a $15 million Series A should put them well on their way.

The team emerged from research at UC Berkeley, where co-founders Jose Carmena and Michel Maharbiz were working on improving the state of microelectrodes. These devices are used all over medical and experimental science to monitor and stimulate nerves and muscle tissues. For instance, a microelectrode array in the brain might be able to help detect early signs of a seizure, and around the heart one could precisely test the rhythms of cardiac tissues.

But despite their name, microelectrodes aren’t really small. The tips, sure, but they’re often connected to larger machines, or battery-powered packs, and they can rarely stay in the body for more than a few weeks or months due to various complications associated with them.

Considering how far we’ve come in other sectors when it comes to miniaturization, manufacturing techniques and power efficiency, Carmena and Maharbiz thought, why don’t we have something better?

“The idea at first was to have free-floating motes in the brain with RF [radio frequency] powering them,” Carmena said. But they ran into a fundamental problem: RF radiation, because of its long wavelength, requires rather a large antenna to receive them. Much larger than was practical for devices meant to swim in the bloodstream.

“There was a meeting at which everything died, because we were like two orders of magnitude away from what we needed. The physics just weren’t there,” he recalled. “So were like, ‘I guess that’s it!’ ”

But some time after, Maharbiz had a “eureka” moment — “as weird as it sounds, it occurred to me in a parking lot. You just think about it and all these things align.”

His revelation: ultrasound.

Power at the speed of sound

You’re probably familiar with ultrasound as a diagnostic tool, for imaging inside the body during pregnancy and the like — or possibly as a range-finding tool that “pings” nearby objects. There’s been a lot of focus on the venerable technology recently as technologists have found new applications for it.

In fact, a portable ultrasound company just won TechCrunch’s Startup Battlefield in Lagos:

Iota’s approach, however, has little to do with these traditional uses of the technology. Remember the principle that you have to have an antenna that’s a reasonable fraction of an emission’s wavelength in order to capture it? Well, ultrasound has a wavelength measured in microns — millionths of a meter.

So it can be captured — and captured very efficiently. That means an ultrasound antenna can easily catch enough waves to power a connected device.

Not only that, but as you might guess from its use in imaging, ultrasound goes right through us. Lots of radiation, including RF, gets absorbed by the charged, salty water that makes up much of the human body.

“Ultrasound doesn’t do that,” Maharbiz said. “You’re just Jell-O — it goes right through you.”

The device they put together to take advantage of this is remarkably simple, and incredibly tiny. On one side is what’s called a piezoelectric crystal, something that transforms force — in this case, ultrasound — into electricity. In the middle is a tiny chip, and around the edge runs a set of electrodes.

It’s so small that it can be attached to a single nerve or muscle fiber. When the device is activated by a beam of ultrasound, voltage runs between the electrodes, and this minute current is affected by the electrical activity of the tissue. These slight changes are literally reflected in how the ultrasonic pulses bounce back, and the reader can derive electrophysiological voltage from those changes.

Basically the waves they send power the device and bounce back slightly changed, depending on what the nerve or muscle is doing. By sending a steady stream of pulses, the system collects a constant stream of precise monitoring data simply and non-invasively. (And yes, this has been demonstrated in vivo.)

Contained inside non-reactive, implant-safe containers, these microscopic “motes” could be installed singly or by the dozen, doing everything from monitoring heart tissue to controlling a prosthesis. And because they can also deliver a voltage, they could conceivably be used for therapeutic purposes, as well.

And to be clear, those purposes won’t be inside the brain. Although there’s no particular reason this tech wouldn’t work in the central nervous system, it would have to be smaller and testing would be much more complicated. The initial applications will all be in the peripheral nervous system.

At any rate, before any of that happens, they have to be approved by the FDA.

The long medtech road

As you might guess, this isn’t the kind of thing you can just invent and then start implanting all over the place. Implants, especially electronic ones, must undergo extreme scrutiny before being allowed to be used in even experimental treatment.

Fortunately for Iota, their devices have a lot of advantages over, say, a pacemaker with a radio-based data connection and five-year battery. The only transmission involved is ultrasound, for one thing, and there are decades of studies showing the safety of using it.

“The FDA has well-defined limits for average and peak powers for the human body with ultrasound, and we’re nowhere near those frequencies or powers. This is very different,” explained Maharbiz. “There’s no exotic materials or techniques. As far as constant low-level ultrasound goes, the notion really is that it does nothing.”

And unlike a major device like a medication port, pump, stint, pacemaker or even a long-term electrode, “installation” is straightforward and easily reversible.

It would be done laparoscopically, or through a tiny incision. said Carmena. “If it has to be taken out, it can be taken out, but it’s so minimally invasive and small and safe that we keep it,” he said.

These are all marks in Iota’s favor, but testing can’t be rushed. Although the groundwork for their devices was laid in 2013, the team has taken a great deal of time to advance the science to the point where it can be taken out of the lab to begin with.

In order to get it now to the point where they can propose human trials, Iota has raised $15 million in funding; the round was led by Horizons Ventures, Astellas, Bold Capital Partners, Ironfire and Shanda. (The round was in May but only just announced.)

The A round should get the company from its current prototype phase to a point, perhaps some 18 months distant, when they have a production-ready version ready to present to the FDA — at which point more funding will probably be required to get through the subsequent years of testing.

But that’s the game in medtech, and all the investors know it. This could be a hugely disruptive technology in a number of fields, although at first the devices need to be approved for a single medical purpose (one Iota has decided on but can’t disclose yet).

It’s a long road, all right, but at the end of it is the fulfillment of a promise straight out of sci-fi. It may be years before you have microscopic, ultrasound-powered doodads swimming around inside you, but that future is well on its way.

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Why your startup shouldn’t rush to $1 million in revenue

There is a prevailing belief that the magic formula for early-stage tech startups hinges on how quickly they achieve $1 million in annual recurring revenue (ARR). Investors in SaaS companies, in particular, are very guilty of pushing this or its equally loaded corollary, “When will you sign your first six-figure deal?”

But in the rush toward these numbers, too many startups lose sight of their primary intent: These metrics are supposed to be an indicator of product/market fit. We’ve seen companies reach $1 million in ARR in less than a year, yet not have enough market momentum to get their next million easily. We’ve seen early-stage companies so concerned about getting those first sales, they don’t validate the market and if they’re building the right product. We’ve also watched a focus on new logos make companies forget about keeping existing customers happy, introducing unexpectedly high churn — something startups can’t afford.

Those first customers and that first million are supposed to be the bedrock on which the rest of the business grows. Founders must constantly ask what they’re learning about their market, product and go-to-market approach — in that order! — so the business becomes a flywheel.

Revenue is a lagging indicator of sales success, so must likewise be prioritized accordingly. That’s not to say revenue isn’t vitally important and that there isn’t a great deal of urgency to it, but focusing on it too much too early can mask big problems that will hurt startups later when the stakes are higher.

Here are a few lessons we’ve learned by watching our early-stage companies go through this crucial phase. Every early-stage company needs to do them well.

Customer and market discovery is job No. 1

We talk about product and knowing customers a lot, but that is insufficient. Startups must understand the market, as well. How do customers do this today? Is there urgency around the problem? What is the community saying? An early investor in PagerDuty went onto Reddit and Quora and just looked at who people were talking about. It made his decision easy.

To be really successful, it is as important to understand market dynamics as it is to deliver a great product. This also helps zero in on all the aspects of your ideal customer profile; it needs to be more specific than you think! This also then helps qualify customers for future sales.

Elevate Security stood out in their super-crowded security space because they carved out a unique position around people-powered security. They used their early sales process to carefully qualify who would help them best develop their products. Their first product got shout-outs on social media from users who loved it — a rare occurrence in security — and were indicators they had found good initial customers and were creating something unique.

Build a product that sells itself

You’ll always find smart people saying, “I love what you’re doing.” Some things are so broken even a mediocre improvement is worth a change. But this is why revenue can be a false indicator for scalable success: Founders find enough early adopters to get that first million, which leads them to believe the product is enough. The company starts chasing more revenue, not investing in a product-based growth engine. If sales keeps hitting their numbers, everyone believes things are fine. Until they’re not. And then it’s usually a really heavy lift, with 6-12 months of product, sales or team upgrades.

What startup doesn’t want a growth curve like this? Zoom had triple-digit growth for the last four years in a crowded, mature video conferencing category. Janine Pelosi, Zoom’s head of marketing, said the reason they were so successful before and after she arrived was they have a great product. It’s reliable, easy to use, and the founder, Eric Yuan, was selling it every day. Yuan knew the market really well coming out of Webex, and always touching customers meant he could adjust company strategy accordingly. Zoom embodied the real magic formula: know your market + build great product.

Pay attention to customer engagement and delight

Customer satisfaction is simple: It comes from the perception that people get value from their purchase; it’s much less about how much they paid. It’s also always cheaper to make an existing customer happy than it is to acquire a new one, so make sure even in the early days that you’re investing in making current customers happy advocates.

Aquabyte uses computer vision to identify sea lice in the $160 billion aquafarming market. When they showed customers FreckleID (think facial recognition for fish) to uniquely identify fish in a pen of 200,000, fish farmers loved the idea. The price they were willing to pay was 3x what the CEO thought possible. They’re likewise investing heavily in making sure their initial customer is successful with the product and are delighting them in unexpected ways (handwritten holiday cards). They have more prospects in their pipeline than they have capacity, which means they don’t need to expand sales to grow revenue fast.

Your startup may have the coolest tech, be in the biggest market and have the smartest team. No matter what your board says, remember revenue is NOT the primary indicator; it is simply an indicator. To become a breakout success, you need to read the tea leaves of all aspects of your market and build a product and customer experience that is truly superior.

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