Every client arrives with the same quiet worry: “I’m not sure my story is that interesting.” Every client is wrong. The story is always there — it’s just usually hiding behind the things the founder finds ordinary.
The three lenses
Tension: what did you have to overcome, prove, or unlearn? Editors run toward stakes, not summaries.
Contrast: what do you believe or do that your competitors don’t? The differentiator you take for granted is often the headline.
Usefulness: what will the outlet’s specific readers walk away with? A feature that serves the reader serves everyone — you, the editor, and the audience.
From angle to placement
Once the angle is set, we match it to outlets whose audiences it genuinely fits — that’s what our relationships are for. Then our writers build the narrative, you approve it, and it goes to editors who already trust our taste.
That’s the whole trick: real story, right outlet, real relationships. Everything else is noise.