The Bouncer at the Nightclub
We all know the scene.
There’s a long line outside of a packed nightclub. People dressed in their finest line the street, patiently waiting to get in. Except for those who don’t have to wait. You know the ones. The girls who flash a smile and strut past everyone. The guys who dap the bouncer as they confidently walk through the door.
Meanwhile, the normies dutifully stand in line, all-the-while grumbling about how unfair it is…
Now, let’s play make believe.
Imagine that instead of trying to get into a nightclub, you’re trying to get pre-release access to a new AI model. Or a meeting with a prominent VC. Access to an exclusive dinner for up-and-coming founders. Or an invite to the best private party taking place on the edges of that conference.
All of these scenarios have the same dynamic. And just like night clubs, it’s possible to work your way.
Here are four ways to get past the bouncer at the nightclub:
1. Get To Know the Owner
The most direct route into an exclusive club of any kind is to get to know the proverbial owner.
In Startupland™, that’s where the warm introduction comes in. In many cases, you can get direct access to any CEO, event organizer or investor through a warm introduction. The parallel to nightclubs comes from the fact that the introducer is vouching for you. They’re effectively saying to the nightclub owner, “this person is cool.”
Mind you, that doesn’t guarantee the introduction will work. In a world where the double opt-in intro is required etiquette, almost no one will promise you an intro.
If a warm introduction doesn’t work (or you don’t know anyone who can introduce you), you can often connect directly with someone via social media. In many cases, a well-written cold outreach can lead to success.
2. Get To Know the Bouncer
The next best approach is to make friends with the bouncer.
Whenever there’s exclusivity, there’s someone responsible for identifying high potential guests while keeping out the riff-raff.
Don’t mess with Bill Murray
In VC firms, it’s the Associates. In companies, it’s the front-line employees.
Spending time getting to know the people responsible for filtering access can help you eventually get the meeting, get access to the beta release or score an invite to the event.
3. Make Friends with the “In Crowd”
If you can’t get in on your own merits, making friends with someone who can get you in is the next best thing. Who’s already part of the club that you’re trying to get into?
If you’re hoping to raise from a particular VC, there’s no better intro than from one of their portfolio founders. Want to go to an exclusive event? Get to know the sponsors who are paying for it (your lawyers can probably get you into plenty of parties! 😂).
4. Slip the Bouncer a Twenty
I’m pretty old at this point, so I’m guessing that $20 won’t actually get you into a nightclub anymore, but you get the point. In a world of capitalism, there’s almost always a price. So what does that mean when it comes to startup founders?
Well, I’m certainly not suggesting that you directly try to buy your way into events (in most cases, it’s not going to work). But there is a parallel: selling your equity for access.
VCs love to brag about how much “value add” they bring to the table. One of the most impactful benefits investors can bestow on founders is access.
Almost every VC has some form of CEO summit (instant access to every CEO of every company in their portfolio). Most investors will brag about how extensive their rolodexes are. And many regularly host small format dinners and invite-only events. Whether it’s Sequoia or YC or one of numerous super angels, thinking intentionally about access as part of your fundraising decision can be a major cheat code.
“If I take capital from X, who (or what) can they help me get access to?”
Of course, you shouldn’t just take their word for it. Reach out to founders in their portfolio and ask how good they were at making connections and helping to “get them in the door.”
This may all sound very transactional, but getting access to the people, events and opportunities that can accelerate your business is an essential part of being a successful founder.
When it comes to startups, distribution wins. And networking is how founders distribute themselves.
If you spend time getting to know people who are well-connected and they see that you are genuine, high-value and have something to contribute (assuming that you are, in fact, all of those things), before you know it, you’ll start to find yourself nodding at the bouncer on your way in.
