Lenny Rachitsky: evaluation

Transcript context

…Yeah, the logo is a piece of it and then also the storytelling part. Maybe they're not going to read eight paragraphs that you wrote about your business, but if it's in the format of an article, I think they're more likely to take the time to do it. One other, I guess, aspect of it is content. So for instance, the articles that people want to write about you are not about necessarily how great your podcast is, which it is, but more about how you created this business. And so it's more through the lens of you're an entrepreneur, you have built this media empire, and so that's not necessarily the kind of story that's going to drive your core audience to sign up, and so contents is part of it, too. And so we work with companies where we get them great stories about their company culture and cool initiatives that they're doing, because reporters are interested in that topic. That's not going to help their sales, but it might help with something like recruiting. And so yeah, I think thinking... That's the other piece of it, is thinking through the content. That's such a good point, because the story they're going to write about you isn't, "This is the best product you've ever seen," this is, "Look at this interesting journey this startup has gone on," and that's not going to convince your customers, it's going to convince other people just to read this publication, but the fact that they wrote about you is really beneficial. And then you're saying B2C, most of the benefit is actually driving growth and you've seen lots of examples of press driving significant growth. Yeah, I think it can be and I think this is one where, yeah, it's a little more case-to-case, because we have some clients where they need to invest heavily in affiliate, because product reviews are what they need or they want to be on lists of the best vacuum cleaner, or whatever category, and it's less about getting them big features. And so there's different ways of doing it for B2C. But yeah, I do think it's like... Yeah, there's two camps, affiliate or not affiliate.…

Stored transcript either side of the excerpt. The highlighted words are the published quote; the surrounding text is unedited source, never generated.