Jason Feifer: evaluation

Transcript context

…Mm-hmm. She made her fortune by building a real estate company called Corcoran, realtors, buy and sell property. The way in which she built this company is fascinating. Barbara, before she was Barbara Corcoran of Corcoran Realty, Barbara Corcoran was random New York City realtor Barbara from New Jersey. She was trying to figure out a way to distinguish herself from the masses. She came up with an idea which was to take her own sales data, the only window she has into the Manhattan real estate market at that time is what she is what her clients are buying and selling, which she's facilitating. She has that data, is going up or down relative to last year. She puts all this data together in what she calls the Corcoran Report, and she starts sending the Corcoran Report out to the New York Times and the New York Post and whatever. Because nobody else at the time was putting together a report on the health of the Manhattan real estate market, everyone started reporting on the Corcoran Report as if it was an authoritative thing. It's produced by Barbara Corcoran, which immediately put her in the position of being an authority in this space. That was so smart, and I see it happen all the time. My inbox will also be filled with, for example, a company that specializes in remote work consulting. Especially remote work consulting, you can hire them, it's a B2B service. It's hard to get press for that, here's what they do. They pay a surveying firm to find all sorts of things. The top states for remote work, the top companies for remote work, the top whatever for remote work. They produce all these surveys and they send the surveys out. The surveys get covered because now they're creating a piece of news. They're creating some context in which they just happen to live in. Hard to write about them, this random company, but you write about the survey, that's interesting stuff. Oh, it turns out that Utah is the top, I don't know if that's true, is the top state for, that's something that people will write about. You're giving people things to write about. Then once they do that, you are a part of the story. I get those pitches all the time. I occasionally bite on them and Fred from Ripple Rug got himself a big feature as a result. That's an amazing other strategy. I imagine if I was a founder, I'd be like, "Hmm, what trends can I think about that I can tap into?"…

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