She emailed 15,000 people. Three weeks later, $200,000 arrived.

Founders tend to build quietly at first. They don't want to talk about what they're building until they have something impressive to announce, like a big partnership or investment (“stealth mode” is a common justification for this tendency). They often worry they'll sound unprepared, naïve, or foolish if things change.

I understand the instinct, but I think it often works against them.

Jen Saxton learned this in a way that surprised even her. After selling her first company, Jen was building her next venture and preparing for a product launch. She wasn't fundraising in the traditional sense. In fact, what she did next sounds a little unhinged.

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