A short YouTube talk by Lori Harder advising new founders to prioritize audience-building and ‘building in public’ as the most powerful marketing strategies. She argues founders must find, borrow, or partner for an audience because distribution lowers customer acquisition costs and often beats a technically better product without distribution.
Lori Harder
YouTube
October 27, 2025
Building in public is one of the most powerful marketing tools that you can use. And even like a founder who is uncomfortable sharing about what they're building, they could talk about their expertise and like growing a community online, those are going to be the winner. You got to build an audience. Yeah. You either have to find one, borrow one, get a co founder who has one like you have to, or everyone who's starting is going to be ahead of you because they're all focusing on that. Yeah. They have a megaphone and their cost of customer acquisition is going to be a lot lower. They could have a, a product that isn't as good, but because they have built in distribution, they'll win.
