I hate labels. I always have. I find them to be restricting and unimaginative and ultimately limiting.
I get that they serve the purpose to place things… to make sense and order of the thousands of things flying at us.
But they are so … limiting.
I have struggled my whole life with what labels apply to me. Indian, Canadian, American, expat, alien, founder, marketer, writer, working mother, wife, … on and on the list goes. All of them and none of them summing up to a total that captures me.
I’m finding the same problem exists with startups. By definition we’re trying to do what has never been done before. Create something that isn’t rooted in the past. We’re not a nanny agency. But nor are we a simple marketplace. Labels don’t apply. They can’t if we’re to be true to our mission.
I understand that consumers are trying to figure out what it is that we do, and that we must be clear about how we solve the problem. Conventional thinking says that labels can get us to that orientation faster.
But I would rather focus on the core of what we do than waste time on labels.
Do we devote hours of time and effort and thinking getting the finding and the vetting of the caregivers right? Absolutely. But I would argue how we’re doing it will go miles beyond what the average agency is able to.
Do we have a group of parents on one side and a group of caregivers on the other, needing to be matched up efficiently and effectively? Yep. But the operative words are efficiently and effectively, which goes past what the classic marketplace can or will do.
So yes, we are borne of all of that, but we aspire to do, to be, so much more. Because we’re not looking at this like picking the best of each existing thing.
Only completely tearing the old systems down and building them back anew will solve it in the way that families need.
So yeah. Labels. They’re handy.
But you won’t find us using them. The job is already hard enough without adding the dead weight of distracting words.