Once a founder sees signs of pmf, I work with them on nailing the narrative.

At times I feel some founders are embarrassed by it. Partly because there’s too much vaporware in this space commanding huge valuation by playing narrative

I tell them, u have a good product, so be unapologetic about playing the narrative

Good point. Sometimes it takes supportive validation to see this. Building in the trenches for so long it becomes cringe to adopt a strategy native to vaporware, but if you’ve got it flaunt it.

So it's best to even think about narrative only after signs of pmf?