The public has a "homeostatic set point" for how much success a company deserves. Being seen as "overrated" invites criticism, while being "underrated" encourages people to champion you. The goal is to be perceived as deserving of even more success.
A manufactured persona feels uncanny and creates a bait-and-switch for employees. Instead, identify a founder's true archetype and strategically amplify the authentic traits most useful for the business, like turning up the volume on a specific aspect of their personality.
People underrate the power of being genuinely liked. When someone has a positive gut feeling about a founder, they will mentally "retcon" or create reasons to justify their support, making the founder's message seem more compelling than it might objectively be.
Like Napoleon, founders can attract top talent by giving them a grand mission, branding teams to create a proud identity (e.g., "the men without fear"), and demonstrating they are in the trenches alongside their people. This builds loyalty far beyond compensation.
Leverage psychological loss aversion by positioning the customer's status quo as the actual risk. Instead of highlighting the upside of switching to your product, emphasize that their current path leads to obsolescence, framing your solution as a safe harbor, not a risky bet.
The public instinctively places every company on a story arc with a rise, peak, and fall. Founders must actively shape the perception that their company is still on the upward slope. Being seen as pre-peak inspires confidence, while being seen as post-apex invites negative assumptions.
Effective communication isn't just about truth or virality. It must satisfy three criteria: it's true about your company, it's relevant to the audience, and it's strategically helpful to your business goals. Chasing relevance without strategic utility can be self-sabotage.
Effective reputation-building isn't about personal popularity. It starts with defining an ambitious mission (e.g., "build super intelligence"). Then, ask: "As a means to that end, what do people need to know about me?" This mission-first approach guides all communication tactics.