Old media built abstract corporate brands (e.g., General Electric). New media's unlimited channels mean the founder's personal identity now defines the company. Think Elon Musk and SpaceX, not just the corporate entity. This shift makes it nearly impossible for a company to build a compelling brand without a strong, public-facing individual at the helm.
Founders naturally think "inside-out," focusing on their product and milestones. This is uninteresting. The most effective strategy is "outside-in": identify a major global trend (e.g., supply chain collapse, geopolitical tension) and position your company as a critical player within that larger, more compelling narrative. This makes you important.
Traditional media training aims to minimize controversy, resulting in inauthentic, "plastic" corporate leaders. The new media playbook is to speak as you would to a friend, showcasing deep knowledge and genuine personality. This authenticity, exemplified by figures like Elon Musk, builds trust and an audience.
The goal isn't to be universally liked. In the new media landscape, if you don't have people who strongly disagree with you, you're likely not being interesting enough to capture attention. A polarizing brand with passionate fans and vocal critics is far more powerful and visible than one that evokes a lukewarm, neutral response.
Brands were originally tied to their founders (Ford, Edison). The rise of the abstract "corporate brand" (like General Electric) was a direct result of limited, centralized media channels that forced messaging into simple, atomic units. As media decentralizes again, the brand is reverting back to the person.
The primary rule of old media was to be as uninteresting as possible to avoid controversy. This defensive posture is now a liability. In the noisy landscape of new media, the only way to gain traction is to be interesting, which requires an offensive mindset and a willingness to have a strong, sometimes polarizing, point of view.
The instinctual reaction to a public attack is defensiveness. Instead, view it as a strategic opportunity. Responding to a significant critique allows you to control the narrative, articulate your position forcefully, and rally your supporters. A well-chosen public fight can significantly boost your brand's stature and visibility.
Founders mistakenly chase distribution channels (podcasts, social media virality) before locking in their core message. Distribution is merely a multiplier. If your message is uninteresting or irrelevant, amplifying it just broadcasts that weakness to a wider audience—a far worse outcome than being ignored.