One of the biggest reasons it gets harder to do new things as you get older is that new things are generally undignified at first (indeed, this is an excellent heuristic for discovering them) and the older you get, the more dignified you're expected to be.
Figma acquisition shows how hard it is to turn money into software. You'd think for $20B you could build something as good as Figma yourself, but you can't. Software is art.
Here are (some) steps founders can take to get reporters to write about their companies (a thread). (Caveat: this thread is not exhaustive and really applies only to me)