Getting media coverage for your startup

There’s a lot of things I’m not good at, getting free media coverage for my startups is not one of them. Every project I’ve ever worked on I’ve managed to get major mainstream media coverage for it.

I recently wrote a post for the crew at Pollenizer on the Sammartino methods in getting how to get media coverage. I call it:

How to media hack your startup to awareness.

Like most things in business there is a recipe, and once you know it you can cook up that dish just about any time you have the right ingredients. A couple of my favourite recipes are right here.

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What school forgot & the School of Life

School taught me three really important things. It taught me to read, to write and to count. Pretty much that is where it ends. At University the process of being inside it taught me how to learn. While I’m being somewhat flippant, if I actually break it down and look hard at the subjects taken and the lessons learned, there wasn’t much outside of these things. In fact, I’d go as far as saying that everything important I know: Including how to make a living, and how to interact with other humans and my family, I taught myself. I owe all of what I learned to my family, my friends, observation and my self curated library.

Have you ever noticed that economics lessons in school, and University for that matter (I should know I majored in it) teach you about the economy as it pertains to the national and global version? Have you ever noticed that accounting and finance lessons in school, and in University for that matter, are focused on how the numbers work in running large corporations, not the corporation that is you and your personal finances.The system was set up by and for them. Not us. That’s why the majority of the happy people I know have taken personal vocations of learning to fill the void that schooling created. That’s why self help books sell so well.

In fact, most people know who to earn money – but very few actually know how to manage it. Most people know how to manage communication in a company setting – but few of us know who to manage our own personal lives so well. It’s not an accident, our education system was designed as part of the industrial revolution. In itself its primary purpose was to educate kids so that they could work well in the emerging industrial economy as employees. An interesting chart below is from Googles book scanning program – this ngram as they are known measure the frequency of any word appearing in books in percentage terms. I inserted the word ‘job’ and  you’ll see that the word job, basically did not even exist until we were well inside the industrial period of living.

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We’ve been indoctrinated for the first 21 years of our lives. At a time when our mind is so malleable, to be employees, more than humans. We got taught how to operate in the system, but they forgot to teach us about the human operating system. The good news is that this is changing. We now know that the human mind is far more malleable as we grow older than previously thought. We are also lucky enough to have a sub culture of innovators doing something about it.

Step Forward the School of Life.

The School of life is a new space in Melbourne which is a cafe, bookshop, classroom and community enterprise which endeavours to fill the gaps formal education inevitably creates. It’s a startup I can really appreciate. The brain child of global thought leader Alain de Botton. The moment you walk in you can feel what they are trying to do. You can sense the empathy and the humanity. The books they sell and the courses they teach provide lessons for humanity, as opposed to lessons for the economy. Maybe if our governments focused on the former, there’d be less problems with the latter.

I took a few pictures when I stopped in for a morning coffee.

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The photos are telling. You can see everything from a list of courses which matter so much to us as people, to the little nudges and messages which request we challenge our own doctrine. I’m hoping this type of thing is the start of our community redefining what learning is for , but also redefining the type of learning that matters in the post industrial age of abundance.

If you happen to be in Melbourne, or any of these cities globally, then I think it’s worth the effort to pop in and say hello.

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I'm making some terrible mistakes right now

The problem is that I’m not exactly sure what they are. The passing of time is the only thing that will actually reveal them to me. As much I want to avoid making mistakes, I know I’m doing some things right now which will just look silly or uninformed once I look back at them. Last night I was looking back at my life in 5 year increments thinking about the things I’ve done, some of the projects I’ve undertaken and how I would have done things differently in hind sight I look back to what I thought was right 5 years ago, and it seems glaringly obvious what the mistakes are. The interesting part is that it is not a one off. It seems to be true again and again – as every period of time elapses, there in the past lies a set of errors. It’s not like I am graduating from mistake making either – granted, they are not the same mistakes, but the process of making them is yet to desert me.

My history is a constant reminder of the truth. Like everyone, at least I assume, I have clear strategic and tactical vulnerability. I used to worry about it, but now I realise if what I did then, didn’t seem stupid now, then personal growth would not have been possible.

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Why focusing on the latest trends in Silicon Valley probably wont end up in you becoming one

There’s an interesting link between startups, technology and fashion. Any industry which is defined by rapid change and innovation has a fashion element to it. The latest hot stuff which is getting attention, the stuff the market gets excited by, the stuff that gets media attention, the stuff that gets the fanboys and fangirls writing blog posts about it. The startup and technology media is very trend related. So much so that we all know what the hot spaces to be involved in are:

Wearables, 3D printing, Web of things, Drones, Crypto currency, Crowdfunding, and those other ones I’ve left out….

Get a Kickstarter project going with one of these topics in the header and it seems like the funding job is already half done. But if we want to go deeper on this issue as entrepreneurs, then we need to pay some close attention to what happens in the fashion industry itself. Those consuming the fashion and paying attention to it or rarely those who are actually creating it. There isn’t a correlation between being up with the latest trend and ever creating one. In fact, there’s a real danger in being obsessed with what others are doing. It means we’re following, not leading. Fans by definition are always a little bit behind the game – literally. Their focus is on appreciating what has already happened. It means that there might be an inordinate amount of time spent on keeping up.

It’s easy to understand why we might feel compelled to keep up. There’s a lot of social pressure in a sharing economy – the kudos that goes with knowing about the latest thing, using it, or owning the hardware. The ‘have you seen this’ side of the technology revolution.

Will knowing who raised x amount of capital help you raise capital?

Will having the latest apps on your smartphone help you build your app?

Probably not. Probably more of a distraction from the real work we need to do. Sure, be across the market place, but obsessions with the latest trends probably means we’ll never create one ourselves.

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the end of Monday

I’m pretty convinced that a sign of us living a good life is when all days seem to be created equally. When a Friday is equal to a Tuesday is equal to a Sunday is equal to a Monday. Entrepreneurship is about a lot of things; achieving something, recognition or maybe even wealth accumulation. But surely it’s about what the actual days feels like. Does it feel good in itself, or is it only serving those achievement type things mentioned above? When generating our next startup idea maybe we need to add another criterion to the expected market demand and business model considerations:

Would we be happy spending the 300 Mondays doing this?

If the answer to this is yes, then maybe the other factors don’t matter as much as we thought.

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When receiving is better than giving

I’ve had a few discussions with friends lately about their social feeds. A few of them have mentioned that they don’t even read their twitter feed. That they don’t read other peoples blog posts, or tweets and they only pay attention to the attention their own content is getting. The views, the shares, the open rates, the followers, that’s what they care about. And I understand why they might do this. It’s only natural to see if we are having an impact. It’s natural to focus on the work we are delivering to the market, even if this work is content creation and curation. We’ve all heard the argument that much of the content is created by the motivated few. But in a world where content is being replaced by digital conversations I wonder if everybody is so busy talking that no one is actually listening.

What if we all did that? What if every one of us was so introspective that the only work that mattered was our own work?

If everyone is posting and creating and not reading where does that leaves us?

It leaves us in a place where the internet becomes a noisy auditorium of nothingness. There’s a reason why we have two ears and one mouth. We should listen twice as often as we speak. If attention is the asset in the modern economy we need to ask ourselves the question of how much we are giving others. Are we being generous enough with our own attention for others content? Are we respecting the gift of knowledge dissemination provided by others? I feel like this is becoming an important question in these times of data deluge.

It comes down to a simple fact which is as old as human language. If we want to be heard, then we first need pay our respects and listen first. People in our specific communities are making an effort with their thoughts and we should support it. Because the things that don’t get attention and support eventually disappear. Content is no different. We need to look at our physical make up and read 2 for every 1 we create. Answer 2 tweets for every 1 we send. Comment twice for every blog post we create.

This is one of the few times in life where it is better to receive than give.

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Counter intuition, deal cutting and commissions

I really like sharing my ideas with groups of people – so much so that I often get up on stage in front of large groups of people to to do this. After doing it for the best part of 10 years (usually in local startup events & for friend who work at large corporates) I started to get offered money to speak at events. Which is quite exciting. It’s a classic example of the wood chips generating a significant revenue stream on their own.  I’ve recently starting working with an agency to help me manage my speaking engagements. Again, these guys came to me through others who recommended me as a potential source of revenue to them – apparently I give good voice.

When we talked about how the agency thing works for their speakers the issue of commission came up. Surprisingly I was advised that I could pick my preferred commission to give to them. I could chose to give the agency a lower percentage commission if I wanted. I could give a commission of 10, 20 or 30 percent. I chose 30 percent. My dad once told me the easiest way to make money is to help other people do the same. To create a deal where there is enough in it for the other guy that they go to work for you. So I took his advice.

The principal of the agency then told me it was a good decision and that most people take more and but end up with less.

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