Every business wants to be visible. Almost none of them are, and it is rarely for want of trying.
We run a business that lives on being seen. We knew what we should be posting, and we kept not doing it. The week got busy, the posting stopped, and a few months later you could see it in the enquiries. Not a cliff, just a quiet thinning out that nobody attributes to the right thing.
Then there is the team. Ten, twenty, fifty people, every one of them with a network we will never have and something worth saying to it. One or two post. The rest do not, and it is not laziness. It is not knowing what to say. Not having half an hour to write it. Not wanting to look daft in front of people they used to work with. Not knowing whether any of it made a difference. Every one of those is friction, and every one of them can be taken away.
So we went looking for something that would do it. We found a tool that schedules, a tool that listens, and a tool that writes in a voice belonging to nobody. Three subscriptions, three logins, and at the end of the month a report full of numbers with not one name in it.
Nobody had built the whole thing. So we did. Take enough of that friction away and the posting survives a busy week, which is the only test that matters.
