If you’re building in longevity, health, wellness, biotech, or the infrastructure around “the future of being human,” you’re selling trust under uncertainty.

Which is brutal, because we’re entering an era where:

• attention is cheap but belief is expensive

• trust is broken by default

• and the algorithm rewards whatever feels instantly legible (often the lowest-resolution version of the truth)

So the question then becomes: how do we build belief at scale?

I’ve been watching founders, clinics, and funds try to solve this in real time, and the winners tend to follow the same principles (even if they’d never call these principles “branding”).

You must build around an idea bigger than what you sell.

Most founders in the space start by posting within the boundaries of what they’re trying to sell.

It’s not that this content is bad. It’s that it has a narrow aperture. You end up sounding like every other company in your category.

The unlock is to build around a cultural idea that your product sits inside of, something bigger than your offering, but native to your domain.

For health & longevity, those “bigger ideas” are everywhere.

Pick a cultural idea you can own. One you can return to for years, not weeks.

Because here’s the harsh truth of the modern algorithm: to reach the 5,000 people you actually want (founders, clinicians, investors, patients), you often need to speak to 500,000 first.

The way you do that without diluting is by speaking from a bigger lens, and then scaffolding people back to what you build.