The only thing most founders need to build a credible comms strategy is an answer to the question 'Why did I start this company?' — because founder communications work since people root for other humans, not entities.

There's a discouraging misconception that for comms to be impactful, you have to be vulnerable, contrarian, or profoundly entertaining in every message you put out there. I hear from founders all the time who are daunted by that expectation. But in my experience, the only thing most people need to build a credible comms strategy is an answer to the question "Why did I start this company?" This answer is usually the most narratively powerful idea to share about your business. Starting a company is a life-altering pursuit with a famously high failure rate. Whatever reason sent you down that path, it was once compelling enough to rearrange your whole life around and recruit others to do the same. Founder communications work because people care about and root for other humans, not entities or widgets.

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