Startups Stop Chasing Deer in the Forest. There’s a Better Way

I’ve been trying to explain the difference between push and pull marketing to early stage founders—and investors – for years. And finally, on a recent mentoring call, it clicked. The perfect analogy just dropped into my head:

Hunters don’t run screaming through the forest hoping to magically crash into a deer.

Why do so many startups (and brands) act like this?

Push Marketing: The Forest Sprint

Most early-stage founders default to what I’d call the “push” approach:

• Cold emailing hundreds or thousands of people
• Cold DMs
• Cold calls
• Cold everything

It’s frantic, exhausting, and wildly inefficient—like sprinting through a forest hoping to stumble into a deer. Sure, you might bump into one eventually. But is that really the best use of your energy?

I’m Guilty Too

Let me be real for a second: I’ve done this. I’ve pushed.

Sometimes it feels easier to just do something, even if it’s not the right thing. Pushing feels productive in the moment—but it’s usually just noise. Most of the time, it burns time and energy without meaningful results.

I’ve had to catch myself, take a step back, and consciously switch back to a pull mindset.

It’s not always easy. But it’s worth it.

Pull Marketing: Set the Trap, Then Wait

Great hunters don’t chase deer. They understand the terrain, know where the deer go, and set up shop. They wait. Watch. Then they take the shot when the moment is right.

That’s pull marketing.

In startup terms:

• Hosting a podcast or blog that draws in your exact audience
• Building a community or newsletter
• Speaking at the right conferences (aka, where the deer are)
• Creating useful content that attracts your ideal customers
• Making yourself findable for the people already looking

You attract, then you act.

What Most Founders Get Wrong

I’ve seen this mistake over and over: founders spend all their time “pushing” instead of building something that pulls people in.

They forget the world has flipped. People don’t want to be chased. They want to discover something interesting. Something useful. Something aligned with their needs.

In the forest of startups, you don’t need to run. You need to learn the land, set up shop, and wait for the right deer to wander in.

You won’t catch every one. Some shots will miss. But your odds? Way better.