Launching a startup is like sending a message in a bottle. If the message is not clear, no one will come to visit your lonely island or send you a postcard back.
When you launch your startup, your online presence (i.e. website, twitter account, facebook page, etc) and the buzz you manage to create online via the online official and unofficial press are the message you are passing to your users. If the message is not clear you can lose a lot of attention.
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