How should founders build Found-led Comms?

On the first day of the new year, let’s share the top marketing insights of Silicon Valley PR / Comms guru LuluCheng. She is currently endorsing and practicing CEO communication strategies for leading tech companies like OpenAI, Coinbase, and others.

Traditional PR is dead — founders should abandon relying on external media, PR agencies, and similar methods to voice their messages. Instead, they should directly communicate with core groups such as the community, users, and investors.

She emphasizes that communication should not be for the sake of communication.
Communications ≠ vanity. It must serve a business outcome.

That is: 1. First, clarify the business goal 2. Then define what people need to believe (Belief) to take the desired action 3. Finally, design dissemination strategies & channels to persuade the audience & prompt action.

Founders don’t need to fear making mistakes; authentic content is more impactful than perfect drafts. Sincerity is the ultimate killer feature.

The diffusion path of communication starts internally (team, co-founders) → core supporters (power users, investors, partners) → spreading to a broader audience, rather than blindly pursuing viral dissemination.

Comms is about shaping how the world perceives you. The “hooks” and “frameworks” in stories are more critical than data and explanations.

A sincere founder with personal charisma is someone capable of wielding real-world distortion of perspectives.