Tom Brunskill

Yeah, it is almost like a loose analogy.

I mean, it goes for so many different parts of life.

But, you know, like, for example, like some of the best advice I got was we get like a lot of relative to our size, we get like a lot of pre PR around like what we're building and got relationships with a good bunch of journalists.

And one of the earliest pieces of advice I got

was given about like nurturing those relationships.

It's like, hey, like don't reach out to the journalists and say like, hey, like I want a story.

Can you write a story about like X, Y, Z?

It's okay, like work out what do they write about?

Like what are they interested in?

And like do you have data?

Do you have things that you can deliver them?

And just share that with them and be like, hey, like I saw you're writing about like XYZ.

So we've done this quite a lot.

You know, we'll find people who are writing about like the future of work, who are writing about students, who are writing about internships, and we collect unique data and we'll send it to them and just be like, hey, like we know you're writing on these different topics.

We thought this data might be useful for you.

Let us know if you need something else.

And then, you know, you do that over an extended period of time.

And then when it comes time, hey, like we actually would love an article about

covering this recent fundraise or this recent milestone in the company, every time they'll say yes, because you've found ways to deliver value to them first.

And then when you need something in return, it's far easier than being like, hey, for the first time, you know, this is the first time I met you.