Getting the Word Out—Without Creating Spam

I need to pitch people. But I need to be smart about it

MY INBOX this morning is jammed with 16 messages from generous folks offering to help me run my startup. Recruiters, user-acquisition experts, software developers, video marketers, janitorial service providers: all templated pitches, all unsolicited, all basically spam—and all trashed.

I loathe this daily barrage, but I can’t help thinking: Am I a spammer too? Much of my time is spent launching email appeals, making a

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