Startup Comms Playbook: Assume Nobody Cares, Then Make Them Care Enough to Transact
threepointone · x · 2026-10-09
Responding to a viral tweet (many founders wish they had true peers in comms and people leadership roles), consultant Sidin outlines the approach he developed over 12 months advising companies from three-person startups to billion-dollar firms:
- Step 1: Assume "Nobody cares about my stupid fucking startup". Because nobody does.
- Step 2: The job of story/content/website/docs is to get people to care—not just notice.
- Step 3: Attention is not care. What happens after the launch video?
- Step 4: Care must lead to transactions: talent joining, investors investing, customers buying.
- Step 5: Understand those people; figure out which part of what you do is "care"-worthy.
Core thesis: comms should manufacture care, not just attention.
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