Market traction is hard when everyone is trying to ignore you. Somewhere between 85% and 95% of startups fail, and for the same reason: they aren’t able to attract the attention of the people they think of as customers. Based on deep experience with dozens of startups over 20 years, this 10-part series will teach founders, CEOs, and investors 10 things they can do to tilt the go-to-market odds in their favor.

As the final installment of the series, it’s time to draw the connection between your “thing” and other people – at the end of the day, what works is what connects us. There’s a reason why the best messages resonate. We’re on this trip together. Let’s make it good.