Founders: Find something that is both important to you and resonates with a group of people at this particular moment in time. In the early days you’ll need to frame your story—to recruits, to partners, to investors, and to the entire outside world—along those lines. Talk about why your company matters, not just what it does. Make sure your product... See more

How to do it: 1. Define a larger cause.  2. Articulate the problem better than anyone else. 3. Attack the status quo. 4.  Define a category. 5. Build the right team. 6.  Use “grassroots” customer testimony. 7.  Release news in lightning strikes, not dribs and drabs. 8. Organize events to focus attention.9. Nurture your community. 10. Pick noble... See more

Comms teams are important and necessary, but not sufficient. Mission-driven startups need founder-led comms. Only a founder can be the chief evangelist for their company. By assuming that responsibility and using that power, you can change narratives, change minds, and change the course of history.