How I Got FREE Press Coverage

And you can too!

July 03, 2025 • Estimated Reading Time: 5 minutes

Back when I was building Fluid (the business that made me rich).

I heard the new Batman film was premiering nearby.

So I dressed my whole team as stormtroopers and crashed the red carpet.

Within hours, I had:

  • Journalists filming

  • Tourists sharing it online

  • Creators asking “Who is this guy?”

My start-up was all over social media.

And it didn’t cost me a penny.

Just a bit of risk and creativity.

Most people think that press is reserved for those who already made it.

They don’t realise you don’t get press after you succeed.

You use it to succeed.

Want free press?

Step 1: You need a stunt

You need something that causes a stir.

Something weird, unusual, generous, or impressive.

It needs to make people talk.

One founder slept in a glass box in London’s busiest street to launch a sleepwear brand.

 Step 2: Think of the headline first

What would a journalist call this?

It doesn’t need to be controversial. Just something unusual that people want to read.

Anything that makes someone stop scrolling or take a photo.

A guy driving around the UK in a van? Meh

A guy driving around the UK in the ‘Dream Machine’ helping people?’ A lot more headline worthy.

 Step 3: Write Your 3-Line Press Pitch

  1. Headline: what’s the interesting thing happening?

  2. Why should people care: why does it matter today?

  3. How it helps: what’s the bigger purpose?

 Step 4: Send It to 20 Journalists

Find reporters who cover your niche (small businesses etc.)

You’ll find their emails on Twitter, LinkedIn, or at the bottom of articles.

No deck, just a short story.

Step 5: Film the Stunt Yourself

Even if the press doesn’t show up… your content can go viral.

And to be honest, it will probably create a bigger impact online anyway.

Journalists might cover it after the fact. They love stories that already have traction so be sure to tag them!

AI Si has been on the phone for 4 days straight.

Literally.

He’s answering every call. Every question. Every dream.

Yes, AI can be dangerous. It will take jobs.
It will leave people lost (unless they find purpose.)

But when used right it can help millions do what they love.

That’s what we’ve built.

AI Si is now live on the what’s your dream app.

Available on iOS and Android.

Go ask my AI clone anything you want!

❝

We take one of the most miraculous human abilities… the capacity to imagine what the future could be… and we use it against ourselves.”

There’s something we all do and it breaks my heart every time I see it.

We dream…

And then we use that dream to hurt ourselves.

We imagine the life we want. The business, the freedom, the version of ourselves that feels fully alive…

And then tell ourselves we’re not ready. We’re not good enough.

We don’t even give life the chance to say no, because we say it first.

I was lucky. When I was homeless. I didn’t have the chance to doubt myself. To tell myself no.

But I do know what it’s like to be stuck.

Your dream is the most honest thing in you.

And it’s trying to come back to life.

So picture that dream again and take one small step toward it today.

DREAM

Caitlin’s Dream Came True

Some people have critiqued me.

“Who’s actually built a successful business because of you?”

But they’ve all missed the point.

I don’t build dreams. That’s the dreamers job.

I give belief. Advice. Sometimes funding. But they take the risk. They do the work.

And it’s working.

I’ve posted story after story of people who’ve taken action, just like Caitlin this week.

I met her on London Bridge just 12 months ago.

Now she runs a business in 3 countries.

And she’s partnering with Nike.

Not because of me but because she took risk and went all in.