In 2013 we founded a startup working in something that few had heard of at the time — Bitcoin. We hired a PR firm to help us break through the noise and get our story out there.
They didn’t deliver (despite taking our $20,000). So we took matters into our own hands. Instead of trying to get the media talking about “how amazing” we were — like our PR firm did, we took a different approach.
Here’s what we did to help ourselves break through the noise...
We positioned ourselves as industry educators — clearing up misconceptions and making sure people were informed.
Like when we registered to become one of the first federally registered lobbyists.
These efforts put us on the radar and helped us break through the noise. We had investors, journalists, customers, and opportunities coming to us every day and we were able to get doors opened.
But there was one problem: our product sucked. Despite all the buzz and momentum, it wasn’t enough to get our solution adopted and we failed. Very painful and depressing moment as a startup founder.
The day that Bloomberg announced our demise, founders began to reach out. They said, “Your company sucked, but you were really good at generating awareness for yourselves. Can we hire you to do that for us?”
We said yes, and have been helping visionary founders break through the noise ever since. Our programs, tactics, and approach is based on what we first learned for ourselves then mastered doing it for other founders.
What founders we work with
achieved in 2021:
Who we partner withWe’re careful when it comes to choosing the founders we work with. Here’s what we ask before we agree
to work with a company:
- 01 How excited are we about their vision for the future?
- 02 Do we believe they can make that vision actually happen?
- 03 How excited are we about the problem they solve?
- 04 Do they have the money to invest in long-term strategies?
And the most important question of all: Is this a founder we want to work with for the next 3+ years of our lives?
The average client works with us for 3 years so having a good relationship is everything to us. Our clients become our good friends. We attend their weddings and they attend ours and we work side by side through good times and bad times.
Put in a more simple way: if we don’t like you, we will not work with you. Life’s too short to work with people we don’t consider our friends.
Like all startups, we struggled with credibility in the early days since no one knew who we were. Front Lines Media program helped us build our credibility by positioning us as an industry advocate. We’ve worked with them now for nearly 8 years.Marco Streng Genesis Mining, CEO & Founder
Over the past three years of working with Front Lines Media, their program has helped establish our brand as go-to experts in the crowded field of cybersecurity. Journalists regularly cover our original research now and come to us for our comments and insights on real-time events happening in our space.Michael Browning Head of Global PR and Content Strategy, RiskIQ
We’ve worked with FLM since late 2019 and their program has helped us define, articulate, and spread a compelling narrative around our vision for the new market category we are creating.Bobby Marhamat Founder and CEO of Raydiant
FLM’s program helped us dramatically in kick-starting our category creation strategy. Together, we increased awareness around our vision for the future. I rarely hire external agencies but decided to take a risk on them and I’m glad I did!Sebastiaan van der Lans Founder & CEO of WordProof
Getting exposure to the right people is a challenge for all founders. FLM’s program helped get our name and message in front of the right customers, partners, investors, and journalists.Vern Horward Founder & CEO of Hallo