The internal work matters just as much as the external work. Let me explain... A project we've been working on @NotionHQ is employee amplification – getting Notinos to post more on socials. X. LinkedIn. From the outside, a non-Notion employee sees the final output. A finished content piece. Nothing else. But a lot BTS is happening: How do we get more people to post, if they are not social-native? So... we have to play the hat of the "social media strategist." We make posting as frictionless as possible. We set up chats with each individual, hear their stories, set up affiliate accounts, brainstorm potential content pillars, spin up easy-to-follow guides/tips on getting them social-savvy, communicate w them to follow-up on posting. Etc. Etc. Etc. The work you see in public is just the tip of the iceberg. There's a lot happening underneath.