Every founder has opinions. Few have quotable ones — at least on the page. The gap between a sharp take in conversation and a placed op-ed is method, not talent. Here is ours.
Start with the disagreement
Nobody quotes consensus. Ask the founder: what does everyone in our industry believe that is wrong? The answer — once you push past the safe version to the specific one — is the spine of every byline, keynote and commentary quote for the quarter.
A platitude with your logo on it is advertising. A disagreement with evidence behind it is leadership.
The 45-minute extraction
Founders don’t have time to write, and they shouldn’t. Our writers run a single 45-minute interview per piece: war stories, numbers, the customer anecdote that proves the point. Then we draft in the founder’s actual voice — short sentences if they speak in them — and return it for one tight revision round.
Where it runs
- Trade press first. Industry outlets accept stronger takes and build the clip file fast.
- Business press second. One distinctive op-ed opens doors to standing commentary slots.
- Owned channels always. Every placement is republished, quoted and sliced for social the same week.
Do this quarterly and something compounds: journalists start calling you when your topic breaks. That inbound interest is the highest-ROI asset in PR, and it only accrues to founders with a record of saying something worth printing.