Our competition is now much bigger and broader as we battle for everyone’s attention online. The advantage of leading is that you’re not following anyone, but as I said, the competition to worry about is what is probably launching right now.


Keep a mailing list of those superfans who love you so much they’ve said they’d be willing to be interviewed about your business. List those people on a spreadsheet that you share among your team, and when you encounter a superfan, ask her if she’d be willing to be contacted by the press at some point and have a testimonial on record.