Can You Build a Company's Reputation Before It Has One?

A new company has a fundamental credibility problem: it needs a history to build a reputation, but it often needs a reputation to create the opportunities that produce that history. I think you can partially solve this by deliberately building the public evidence around a company before its reputation has had time to develop naturally.

When you start a company, there is usually a significant difference between what the founder knows and what everyone else can reasonably verify. You may know exactly why the company exists, what it is building, how seriously you take it and where you want it to be in ten years. To someone encountering it for the first time, however, none of that context exists. They see a name, a website and perhaps a product, and they have to decide how much significance to attach to something that has very little history.

This is particularly difficult...

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