This was one of the best interviews of the year. Takeaways I shared with my team from @davidsenra x @lulumeservey: - Simplify your message so it spreads. - Having a strong, compelling mission is key to "going direct." You are building a movement, and you need to believe in yourself and your mission first before others do. Going direct allows you to communicate more clearly than filtering through layers of journalists, editors, etc. - When you're talking about your company, focus on the human story and how people will benefit; less on the product, more on the benefits it will have for people. - Fake engagement with social media is worse than low engagement because people see it and think everything you're doing is fake. We are inundated with fake BS, and it's even more important now to stand out. - Lean into what makes you distinctive. There's a shortage of originality in the world. Don't use templates. Don't take shortcuts.