Free Founding Tester Beta — live now · Free while the beta runs. No card, no subscription, no charge.
Aurygine
Operating knowledge

Distribution

Borrowing trust instead of buying attention

Paid channels are expensive and the company has no audience of its own.

Signals to look for

  • podcast
  • press
  • interview
  • audience
  • newsletter
  • community
  • credibility

Questions to answer

  • Whose audience already trusts someone in this market?
  • What can this company say that is genuinely useful and specific?
  • Where does the audience go after hearing it?
  • Is there anything to show, or only to claim?

Evidence required before committing

  • existing referral or word-of-mouth share of {unit}s
  • candidate audiences with size and overlap
  • a specific, evidenced thing to say

Likely constraint

  • Nothing distinctive to say
  • No capture path after the appearance

How the decision branches

  • If
    Referrals already convert better than paid
    Then
    Trust transfer is this company's cheapest channel; invest there first.
  • If
    There is nothing specific to say
    Then
    Do the work that produces something first. Generic appearances convert nothing.
  • If
    There is no capture path
    Then
    Run distribution-event readiness before booking anything.

What to test

Secure one appearance in front of a relevant audience, with a dedicated landing path, and measure arrivals and enquiries.

Read after 45 days.

What success looks like

  • Measurable arrivals attributable to the appearance
  • At least one qualified enquiry

What means stop

  • Two appearances produce nothing measurable — the message or the audience is wrong

Typical next move

  • It converted → Repeat with adjacent audiences, same message.
  • It did not → Change the message before changing the audience.

Who does the work

Aury can carry out: read company, prepare outreach, prepare document, file memory. Specialists involved: comms, growth.

Your approval: All outreach and anything said publicly is founder-approved.

Where this stops being true

Requires something genuinely specific and true to contribute.

Earned media is not schedulable and attribution is partial. Aurygine holds no data on typical conversion rates for this and will not estimate one.

Provenance

  • Sourced operator experience: Founder/operator case study analysed inside Aurygine — bootstrapped B2B software company, 2026
  • Aurygine synthesis: Aurygine synthesis across founder journeys

Confidence: medium. Last reviewed 2026-08-25. Your company's own recorded results override this playbook whenever the two disagree.