From Saplings to Sequoias: A Startup's Guide to Ecosystem Thinking

I recently wrote a post on Linkedin about ecosystems, and how rather than trying to out-compete and steal market share from our competitors, brands should be working towards becoming “keystone brands”.

My first experience of walking amongst these trees was when we were building our startup, D3O. I felt then that they had something to tell me, but the relentless demands of a high speed startup drowned them out. I wasn’t ready to their lesson on lasting success.

These redwoods are what ecologists call "keystone species" – organisms so vital that their ecosystem would collapse without them. These soaring trees support hundreds of other speices, create a unique microclimate that benefits the small saplings, enriches the soil for all the other trees and plants with their extensive root network and protects the forest from destruction during a fire. Their success lies not in domination, but in becoming indispensable through nurturing their entire ecosystem.

At Palmer&Co, this insight fundamentally shapes our approach to branding. When we begin a project, we don't start by analyzing how to outmaneuver competitors. Instead, we carefully map the ecosystem our clients exist within, seeking opportunities where they can create unique value.

Our experience with D3O illustrates this principle perfectly. We were introducing an innovative protective material (an ingredient brand) that transformed from soft to hard on impact, but with minimal marketing resources. Our success depended entirely on understanding and adding value to our ecosystem.

We immersed ourselves in the sports community, learning from athletes, product developers, and brands. We discovered that our true value wasn't just in the material itself, but in enabling athletes to perform without compromise. Traditional protective gear created both physical and psychological barriers – our technology removed them.

We built our brand around this larger purpose: enabling peak performance through revolutionary protection. This resonated deeply within our ecosystem, leading to partnerships with Olympic teams and major sports brands. But the real key to our success was how we empowered others to succeed.

We created compelling demonstrations that partners could use to tell our story. We developed comprehensive support materials for retailers. We trained sales teams and provided educational resources. Each action was designed to add value to our ecosystem partners while advancing our shared goals.

The results proved transformative. Our technology appeared in the Science Museum, made headlines on NBC News, and became a recognized symbol of innovation in sports protection. But more importantly, we had become an integral part of our industry's ecosystem, contributing to others' success while achieving our own.

The lesson is clear: in business, as in nature, sustainable success comes not from extracting maximum value, but from becoming essential through what you contribute.

True growth happens when you enhance the entire ecosystem you operate within.

For startups, especially those developing new technologies or materials, this understanding is crucial. Like a sapling on the forest floor, you need to tap into existing networks, build meaningful relationships, and find ways to contribute value before you can expect to receive it.

Are you building a business that merely competes, or one that becomes essential by enriching its entire ecosystem?

If you're a sapling aiming for sequoia, drop us a line, we can help you build your ecosystem.