My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
If You're Explaining, You're Losing
A PR principle stating that when you spend time explaining or defending your position, you've already lost control of the narrative and message.
How It Works
Explanations put you in reactive mode, making you appear defensive while giving more attention to negative topics. The audience focuses on what you're defending against rather than your positive message.
Components
Acknowledge briefly without dwelling
Pivot immediately to your positive message
Stay in offensive/proactive mode
Control the conversation direction
When to Use
In any public communication, media interviews, crisis management, or when addressing criticism.
When Not to Use
When genuine clarification is needed for complex topics that weren't communicated clearly initially, or in educational contexts.
Anti-Patterns to Avoid
Example
“When asked about declining user numbers, instead of explaining why the numbers are misleading, immediately pivot to growth metrics and new features that show momentum.”