How to Talk to People on the Internet: A Guide for Founders and Comms Pros

Effective communication in the technology and gaming industries requires a departure from traditional corporate jargon in favor of authentic, "real-talk" engagement. High-stakes public statements often fail not because of a lack of polish, but because they rely on "corporate pablum" that prioritizes the impression of the speaker over the truth of the situation. This disconnect can lead to catastrophic results, including significant losses in market capitalization and long-term reputational damage.

To mitigate these risks, a "coworker smoke test" is proposed as a primary methodology for drafting official responses. This process involves explaining a situation out loud to a trusted peer using candid, private language, and then using a transcript of that explanation as the foundation for a first draft. This approach ensures that the core message is understandable and logically sound. If a trusted colleague cannot follow the reasoning or identifies weak arguments, the public audience—which contains equally or more sophisticated individuals—will likely react with similar skepticism or hostility.

The analysis identifies five "comms sins" that typically trigger online backlash: demonstrating a weak understanding of the issue, acting flippant toward audience concerns, failing to account for edge cases, sending mixed signals, and failing to anticipate reactions. Beyond technical clarity, a "gut check" is essential; if a leader feels like an "asshole" while explaining a plan, it indicates the underlying strategy is flawed and should be revised before any announcement is made. Ultimately, building advocacy and trust on the internet depends on treating the audience as smart, trustworthy participants who respond best to straightforward, honest language.