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)
Two thoughts: The best startups are masters of asymmetric warfare -- they don't fight on the battlefield the incumbent selects. And, users often understand their problems well but are horrible at suggesting features to solve these problems.
Legendary Investor Bill Gurley on Investing Rules, Finding Outliers, Insights from Jeff Bezos and Howard Marks, Must-Read Books, Creating True Competitive Advantages, Open-Source Strategies, Adapting Mental Models to New Realities, and More (#651) - The Blog of Author Tim Ferriss