This tweet is getting a lot of traction. And broadly this is what I help my clients with. I wanted to take a moment to outline the simple approach I have now developed over the last 12 months of working with all kinds of companies from three guys raising first round to billion-dollar mega-things. Step 1: Assume "Nobody cares about my stupid fucking startup". Because nobody does. Nobody. Step 2: The job of the story/content/comms/website/docs/posts whatever is to get people to care. Not just notice. But care. Step 3: Attention is not care. Attention is good. But attention must be followed by people caring. What comes after the launch video? Step 4: So how do you get people to care? And care enough to transact? Talent -> join? Investors -> invest? Customers -> buy? Step 5: Understand those people. Figure out what part of what you do is "care"-worthy. Could be you. Could be the tech. Could be the solution. Could be the conviction. Could be just your intense obsession with the problem. Nobody really cares if you raised 35 gajillion from Dingbats Partners. Find out what actually makes you care-worthy. Translate into comms. Step 6: Repeat. Repeat. Fine-tune. Repeat. Repeat. Step 7: Say less. Say better. Say over and over again. And don't be overly scared. Nobody really cares about you. You can make mistakes. Step 8: Also make sure your team knows why you matter. There is no external clarity without internal clarity. Step 9: Prosper. Please feel free to go and implement! Please everyone succeed and create jobs and wealth. Be nice.