THEY HAVE TO BE ABLE TO TALK ABOUT US WITHOUT US

Summary from the TLDR Founders newsletter

You have to tell a story so clear, so concise, and memorable, and so evocative, that people repeat it for you even after you've left the room. This means that the people who hear it need to be able to do this the first time they hear the story. You have to explain your idea and make your case while teaching the listener how to do the same thing themselves. Delivering this kind of story requires actual substance - fakery is immediately obvious.