In this clip I’m reading Rework on how small companies win attention.

Jason Fried and DHH: when you build an audience, you don’t buy people’s attention. They give it to you. Speak, write, blog, tweet, make videos — share something useful and they come back on their own.

The unfair move isn’t outspend, outsell, or outsponsor. It’s out-teach. Most businesses never think of teaching. They sell. They service. Teaching doesn’t occur to them. Big companies can buy a Super Bowl ad and sit on secrets. You can’t buy the ad. You can teach.

Founder translation: stop renting attention for a product nobody asked to learn from. Publish the craft in public. My book videos are that experiment — teaching, not ads. Same rule for a bootstrapped company: teach what you know, keep the product simple, let the audience find you.

Don’t outspend them. Out-teach them.