Over the years, I’ve seen many brilliant products disappear — not because they didn’t work, but because nobody knew they existed.
“Build it and they will come” sounds good in theory, but it rarely plays out that way in reality. If no one knows your start-up exists, even the most impressive product will struggle.
The DIY Trap
A common mistake: trying to do everything in-house. Founders build the website, design the press kit, B-roll, manage social media, and produce all the content themselves. But visibility isn’t a do-it-yourself project. It demands professionals.
And not just someone who “knows branding” or “understands marketing” but waits for you to steer every step. Yes, you should explain what you want — but the right expert will advise you on the best path to achieve it. You need people who offer direction, not just execution.
The Illusion of AI
Another trend: leaning too heavily on AI. Some founders ask, “Why hire a media specialist when I can generate a strategy with AI?” or “Why run a campaign when AI can produce videos and graphics for me?”
Certainly, AI can help draft a media plan. It can generate content. But none of that guarantees attention. A well-written strategy is still just that — a document. A batch of AI-created videos won’t matter if no one sees them. Content alone doesn’t deliver visibility.
The Role of Real Experts
That’s where media professionals make the difference. They understand timing, audience behaviour, platform trends, and the subtleties of what actually gets attention now — not last year.
Visibility doesn’t come from producing more content. It comes from knowing what to say, when to say it, and where to be seen.
After more than two decades of covering the tech world, I can say this with confidence: if no one knows your product exists, it doesn’t matter how brilliant it is.
Don’t hesitate to reach out for any guidance or advice on this topic. The team at Nima Media is here to support you. Feel free to drop us a message or send an email to [email protected]. 💌