Know Your Audience.
Every founder wants to be in TechCrunch.
Every comms team wants to land a hit in The New York Times.
Every startup wants the “big logo” moment.
We get it. But here’s the thing:
Influence lives in different places depending on who you’re trying to reach.
And if you don’t understand that, you’re wasting time—and burning perfectly good stories in the wrong places.
Let’s say you’re trying to raise a round. You probably don’t need a 1,000-word feature in Fast Company.
You need the right investor seeing your founder quoted in a smart take on an emerging trend—in a thread, in a newsletter, or in TechCrunch, sure, but with the right angle. Something that gets screenshotted into a group chat.
Now let’s say you’re trying to expand into a new city with a heavy regulatory lift. You think a splashy national story will help? It won’t.
You need to be in local media. The kind of article a councilmember’s aide flags in a morning roundup. The kind of story that makes your presence seem inevitable.
We’ve placed stories in niche trade outlets that moved seven-figure deals.
We’ve landed local news segments that unlocked government meetings national coverage couldn’t.
We’ve engineered quotes in VC-driven newsletters that triggered term sheets within days.
Why?
Because we started with the audience—not the outlet.
Who needs to believe something?
Where do they actually get their information?
What do they already care about?
That’s the map. Everything else is ego.
It doesn’t matter how strong the story is if it’s not in front of the people who need to see it, in a format they’ll actually trust.
We don’t chase glossy placements.
We chase outcomes.
And that means understanding not just how to tell a story—but where to tell it.
Because yeah, VCs read memes.
Policymakers read local news.
Your buyer reads a niche Substack.
And if you’re not playing the right game, you’re not even on the field.
