Two homes, two playbooks

That’s Kristen Lowe, a ghostwriter and comms strategist for founders, in Lenny’s Newsletter. She opens by saying it’s never been easier to start a company. Pi-Squared launched on 1 February 2025. Building the app was one job. Getting people to care was another, and it took two very different playbooks: one in Ireland and one in the US.

At home, Pi-Squared’s first news coverage came from a post in a local Facebook group. Then came RTÉ, Virgin Media’s Ireland AM, Newstalk (a real pinch-me moment), LMFM and the Irish Independent. By May it was number one on the Irish Education chart and number two of all free apps, right behind ChatGPT!

In the US it looked very different. One night in the Linebacker bar, someone recognised me as the guy building that math app. I offered a beer to whoever got the top score, and it spread from table to table. In 18 minutes: 18 downloads and $18 on pints for the 3 winners (CAC = $1 😂). I also ran the Holy Half marathon in the Sparko the Sharko suit.

Melvin explains it with a fish market in Capital of One. At Jagalchi market in Busan, sellers downstairs have the customers. The restaurant upstairs just cooks the fish. In his words: “You can own it through an audience. But you can also borrow it. Or buy it.” Both of our playbooks borrowed attention. One from a Facebook group, one from a busy bar.

A club, a group chat, a local Facebook group, a bar on a Friday night. Kristen Lowe’s advice to founders is to go where your community already is. Pick one of those places and show up there this week, with something small to offer. Where would you start? Reply and tell me what you tried.