Chapter 5 Nobody Cares—What can you do about it?

“And, you can get people to do stuff on social media for your brand for next to nothing,” I said, for the third time that day. It was 2009. I was sitting in my office at the Austin Technology Incubator (ATI) in the very old MCC building in north Austin. ATI is a UT Austin incubator that provides cheap and sometimes free office space for young startups like mine. They also provide guidance and help you refine your pitch, all with the goal to help you get your business funded. Funding was not on my mind that day; I was trying to build a company without funding. I needed customers to do that.

“Harlan, that sounds great. Let me get back to you next week,” said Min Liang Tan, the CEO of Razer, a gaming ...

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