Most founders ask this question too late—or never. They often spend months or even years wrestling with a brand they built in an afternoon, puzzled by why a business that works on paper fails to resonate in real conversations or markets.

This happens a lot. A talented founder launches a PR campaign, sends out press releases and pitches, maybe lands a few features, and then nothing else comes from it. The attention fades. The real problem isn’t visibility. It’s that most PR campaigns don’t begin with a strong design thinking strategy.