Think hard about how to message your brand, how to pitch it and if there are interesting ways to package your data or insights for your target audiences. It’s not enough to make great stuff; you have to deliver it in an attention-getting way that people can understand and follow.
Admittedly, great communication is easier when you have something with mainstream appeal. It’s harder to make a compelling case for a B2B service, but that’s where communication becomes vital. For example, I love when I get email from founders with a 100-word description of their company. It’s really smart because the brevity forces you to articulate your value proposition. You need to be good at that throughout your life as a company, so valuing it from the start is a good muscle to build.