Startups need preferential attachment. Here's how to get it: 1. Find the people who are aligned with your brand, and who could be giving something valuable away to the people you want to reach. 2. Give those people something useful to build their own brands. Give them a platform, open doors for them, do anything to be useful for them. The Lighthouse Playbook by David Booth: https://www.a16z.news/p/the-lighthouse-playbook(a16z)