How Low Friction Can You Be?
Do what you love and the money will follow. You’ve heard that expression, right? Have you tried to live it? For me, it has become seriously useless as a life hack. I love eating pizza, but so far nobody has offered to pay me to do it. I like riding bicycles, but so far nobody has offered to make me a bicycle model on the cover of Outside magazine.
I do things I love, but I find that the money hasn’t been following along like a loyal dog. What’s wrong? Let’s modify the statement into something more useful. It goes something like this. Do what you love that’s low friction and you’ll get something out of it, like a great few blogs, a podcast, a webinar, or a YouTube video.
If you have a startup, you have a message to convey. You don’t have a choice about it, if you want to succeed. We are all storytellers, whether we want to be or not. In the wilderness of the Internet, stories connect us as though we were seated around a warm, crackling campfire. Stories are a medium of friendship and connection. They are necessary.
Though you don’t have a choice about telling your story (if you want to succeed), you do have a choice about how you tell it. If you are a word person, you type your story. If you are vocal, you sing it or speak it. If you are visual, you draw it or capture it with a camera. If you do any of those creative things, they probably bring you pleasure. You might even forget about time, getting so involved in creating those stories in your preferred medium that you miss dinner (as I am doing right now).
That’s what I mean by low friction. You can go for it at any time, you are ready at any time, and it “just happens.” Nice, huh? What works for startup founders, and for their communications managers, is to find the lowest-friction way to communicate their stories, no matter what media you use.
If somebody around the office likes to write — you have a blogger. If somebody else likes their iPhone — you have a photographer. If there is a talker, you might have yourself a YouTube star or a podcaster. The scary part, for most founders, is not jumping in to create this necessary media. It’s jumping back to trust your team to do it. But that’s also what it means to be a founder — you are your startup’s Storyteller in Chief. Your first audience is everyone who works for you. It’s their job to spread the story to your next audience — everyone else — and do it in a low-friction way.