The *1* tool to master if you want to grow a business, personal brand, or capture people's attention.

And... you may be too late.

I called this a tool rather than an app in the title of this letter because that’s actually how I think entrepreneurs and creators of all kinds should view it: the tool to get you to product market fit.

I don’t think it’s a coincidence that many successful consumer brands are helmed by founders who first mastered social media.

Yes, there’s that platitude that funders like to back founders who already have a built-in marketable audience— but have we thought about why? Why might you want to bet on someone who has already garnered the attention of a mass of people who have become famous for their inability to pay attention to anything? (Americans.)

TikTok is an elite, top dollar education in understanding how to hook, captivate, and manipulate an audience in hyperspeed.

You’ve also heard the platitude about moving fast and breaking things. That done is better than perfect. Nowhere do those words ring truer than TikTok.

This is not about TikTok Shop, and this letter is also not about the Tik…