I had to write this post right away, before I forgot some of the details or lost my train of thought. If you are looking for a technical post on why Hubspot 3, launched at INBOUND 2012, is going to represent a real change to the way companies communicate and generate interest this isn't it. This post is simply what the title says it is; my top reasons that HUB3 will represent a phenomenal and massive success. What I would like all my readers to do is think about how these principles, if applied to your business might result in similar successes for you.

As I watched Brian Halligan and Dharmesh Shah, the founders of Hubspot, talk about the history of the company and describe the transitions that they needed to make to continue to grow and to sustain that growth I realized that I was watching a very significant moment and a moment that many companies only wish for. In no particular order to these are some key ingredients that will contribute to the success of Inbound Marketing and of course the company that coined the term:

1. Teamwork - it was everywhere. It was in the banter between Brian and Dharmesh but it was also in the hallways and workshops of the conference. This was a team and a team that not only complimented eachother but a team that worked well together.
2. Vision - they have a clear vision of the decades to come. Whether right or wrong great leaders need to look forward with belief and absolute determination.
3. Personal commitment - these guys still put in the sweat equity required of a startup and it's not because they are after a payout or they want recognition. (Which they may also want) but the driving force here seems to be all about personal commitment to success.
4. Modeled on the success of others - several times it was mentioned that they wanted to develop, grow and innovate like Apple. That's a great role model for business growth; after all they just became the biggest company in the world! Many executives are scared or too proud to say they have a role model, don't be.
5. Raises the Bar - it was not about being good or getting there, it was about excellence and overachieving. It was about going beyond even their expectations of what was possible.
6. Connecting the past to the Future - I really enjoyed the way Brian connected what was coming with what had been. This was not a new business model or a product shift or an attempt at "the new coke" this was about building on what had already happened and simply taking it to the next level.
7. An inherent understanding that it is all about the customer - we must have heard 100 times that these changes were a result of what the customers and the marketplace wants. They didn't get hung up on their own pet peeves or projects, they focused on what the clients and end users said they wanted. Too many executives use their R&D to stroke their own ego's and focus on what they would like to see or what they find cool.
8. It's all about the Product - it's launched, it's here and being rolled out now. I hate it when companies tell us about what is "coming soon" or being developed and then we wait months or years to actually see it. Don't talk about it until it is done.
9. Great Sense of Timing - it was pointed out this week that Inbound Marketing is now a movement and not a fad or a trend. They timed the release of this perfectly.
10. Passion - when they spoke about this it was not just updates or data that needed shared. It was passion for what this was going to do and how it was going to help.

You may not need to release new software but take a few minutes and evaluate yourself based on the criteria above. How are you or how your company is doing when it comes to these 10 points and their connection to your success? If you are my regular reader, a sales professional do you see how these 10 points could make a big difference for you?

For those of you that do want to comment on what your thoughts are, technical and otherwise feel free to leave a comment below.