That is: A person — often a founder, or someone similarly empowered — needs to have compelling ideas, establish a voice and perspective, and use it. Tools like brand books and style guides are important so agencies and partners know how to speak the same language. But the actual opinions and values can’t be algorithmically generated or offloaded to... See more

And maybe that’s part of the problem, trying to be legible to everyone. The tug of war of wanting to water things down for mass adoption versus building something I want for myself and trusting the others will come.