Coalition Operators reposted this
One of the most underutilized startup comms playbooks: teaming up with your philosophical peers to tell a much bigger story about the future than you can (credibly) tell on your own. Journalists used to play a big role here, promoting umbrella narratives like “the sharing economy” to explain what was happening at disparate companies like Airbnb, Uber and TaskRabbit. In the earlier days of cloud SaaS, at Box we’d team up with other “best of breed” startups to make the case for an unbundled approach to enterprise software. American Dynamism is a more recent example, although applied too broadly to be useful as a narrative, despite its power as a slogan/ideology. Today, influence is fragmented, and innovation outpaces analysis, at least from traditional sources. Most startups, meanwhile, are focused on promoting their own products and momentum, but these stories often fail to explain why a company's success matters beyond its existing customers and cap tables. Some founders are able to tell more expansive stories, but even then, it’s hard to make a lot of people pay attention to any one startup in a noisy, fast-paced media environment dominated by a few massive players. I was reminded of the opportunity to team up when USV’s Michael Mignano tweeted about the “rebel alliance” and his partner Nick Grossman followed with an essay, making the case for why an ecosystem of startups tackling all layers of the agentic AI stack has a structural advantage over today’s seemingly unstoppable giants: the vertically integrated AI platforms. There are lots of impressive logos in their diagram of this new stack, but few (if any) can challenge the prevailing narrative around today’s Goliaths on their own. Together, however… If you’re a startup in the so-called rebel alliance (or any other broad movement that world has yet to grasp!), here’s how to pick your peers: - Philosophical alignment: do you share certain high level beliefs about the future? Ideally those beliefs are (currently) somewhat contrarian. - Common customer: you don’t have to have the exact same ICP, but ideally you care about a similar audience. - Collaborator versus competitor: This is probably obvious, but you don’t have to invite your competitors. From the “emerging agentic stack,” for instance, you’d ideally select the strongest company from each layer. - A players: only team up with companies and founders you believe to be excellent; they reflect the quality of the broader group and the worthiness of the narrative. There are so many fun ways to bring this to life: collectively host a conference, pair up for podcast interviews, co-author an op-ed, collaborate on a content series, propose legislation, launch guerrilla marketing aimed at common enemies. If nothing else, joining forces will force you to tell your story at a 30,000 foot view and articulate a vision that contextualizes why a lot more people should care about your company’s success than do today.