Developing desire
A lot of startup communication work is tactics. What day of the week should we publish, post on this platform or that platform or both, which business partner to feature next… It’s easy to get stuck in the weeds making small decisions.
Granted, those decisions do need to be made — the daily grind is important. As my boss Will said recently, “the potential in this space is VAST and the journey will be long, but we will get there one week of shipping at a time.” That applies to spreading the word as much as it does building the product. Each post or partnership becomes a chance to reinforce the core message.
Well, what message should we be hammering home? Why does any of this matter? Once you know the answer to that question, repeat it frequently, because:
Be ready to repeat it for a long time. The most powerful narratives shape how people imagine the future as it dawns, over the course of years. (We’ll return to this point.)
