"Your company needs to sell more than its product. You must also sell your company to employees and investors.

     There is a 'human resources' version of the lie that great products sell themselves: 'This company is so good that people will be clamoring to join it.'

     And there’s a fundraising version too: 'This company is so great that investors will be banging down our door to invest.' Clamor and frenzy are very real, but they rarely happen without calculated recruiting and pitching beneath the surface."