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ACADEMY · FOUND-U

FOUND-U Underdog Moves: self-assessment

Have we made anything distinctive enough to be cited? Answer for your own company, as it is today. Be plain with yourself.

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We do this · 1 of 7

Pick a lane the company can be known for and a take worth publishing, and find the attention gaps competitors leave open.

We do this · 2 of 7

Become a publisher: original research, benchmarks, open tools or public data that let the company speak in its own voice.

We do this · 3 of 7

Commit to a consistent cadence; one piece shipped every few weeks beats a big one-off.

We keep clear of this · 4 of 7

Do not publish dull content that copies competitors.

We keep clear of this · 5 of 7

Do not invent data or overstate methodology.

We keep clear of this · 6 of 7

Do not start what you cannot keep up.

We keep clear of this · 7 of 7

Do not publish without approval.

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