Pitch the outlet your customer actually reads
A factory owner reads a national paper at breakfast, not startup chatter, and, in Chen's read, "a Forbes feature is close to worthless" for Gen Z buyers.
speedrun.substack.com · Don't Hit the NOS Too Soon: A Founder's Guide to PRLester Chen, who works with founders in the a16z speedrun startup program, tells them to stop aiming for applause from other startups and to aim for the breakfast table of one buyer.
His method starts with naming an intentional audience, in plain language. Not tech Twitter, the online chatter among startup people on X, but a specific customer, like the owner of a manufacturing plant or buyers in an older industry "who have never heard the term 'new media,'" as Chen puts it.
Step two is to match the outlet to that person's habit. For that plant owner, Chen says, a story in a national publication read over weekend breakfast can drive new inquiries or help close deals already in progress. A viral post or a startup focused tech story may get attention from peers, but it holds less weight where it counts.
Step three is to apply the same filter in reverse. If you are making a product for young shoppers in their teens and twenties, "a Forbes feature is close to worthless," in Chen's read. Chen says "the same energy is better spent on direct founder marketing or creator and UGC channels," meaning posts by the founder, online creators, and everyday users sharing their own videos and reviews.
Step four is to respect that more channels do not mean every channel is yours. "Going direct to your 426 LinkedIn followers feels brutal especially when you see a 21-year-old founder crushing it by making a video every day," Chen says. As he puts it, "If you're selling into Generals at the Department of War, no amount of LinkedIn thinkpieces will get you a meeting," so pick the channel your customer already trusts and start there.
Questions people ask
How do I figure out what my actual customers read or watch?
Ask five to ten of them where they learned about the last three tools they bought, and what they read or watch over breakfast or on a commute. Look for repeats, like a national paper, an industry newsletter, YouTube reviews, or TikTok. That list is your shortlist.
What if I have two different audiences, like investors and customers?
Rank them by who can sign or approve a purchase, then start with that group. Chen's point is that one story that reaches the decision maker beats broad attention that misses them. You can reach the second audience later with a different outlet.
Is startup press ever worth it?
It can, if your buyers are startup founders, engineers, or early tech adopters who follow it closely. It counts less for a plant owner in an older industry or for teenage consumers, who rarely see it. Match the outlet to the buyer, not the prestige.
Should every founder post on LinkedIn or make daily videos?
Use it only if your buyers already spend time there. LinkedIn can work for professional buyers, and short video can work for young consumers, but neither helps much with customers who do not use those channels. Start where trust already exists.