Do write a press release
(...) writing the press release for a product as the initial expression of the product idea. The concept is that before you’ve made a sketch, written a line of code, or created specs, you go through this thinking and writing exercise to clarify your idea, step outside of the tiny details, and think about how your product could be described in a compelling way to a person who has never heard of it before. (…) These basic facts in the release are essentially the who, what, where, when, why, and how components of the product’s story: - Who is the product for, and who has designed it? - What does the product do, and what is it called? - Where will it be used, and where can someone get it to use it himself? - When should it be used, and when will it be available? - Why is it notable, and why does it matter to its intended audience? - How does it fulfill a need, or how does it solve a problem? (…) These are essential components to articulate as you make trade—offs and choices that will realize an end result: Does the design serve the “who”? Is the audience prepared to understand the “why” and be familiar with the “what”?
Apparently sprinters reach their highest speed right out of the blocks, and spend the rest of the race slowing down. The winners slow down the least. It's that way with most startups too. The earliest phase is usually the most productive. That's when they have the really big ideas. Imagine what Apple was like when 100% of its employees were either Steve Jobs or Steve Wozniak.
The striking thing about this phase is that it's completely different from most people's idea of what business is like. If you looked in people's heads (or stock photo collections) for images representing "business," you'd get images of people dressed up in suits, groups sitting around conference tables looking serious, Powerpoint presentations, people producing thick reports for one another to read. Early stage startups are the exact opposite of this. And yet they're probably the most productive part of the whole economy.
Why the disconnect? I think there's a general principle at work here: the less energy people expend on performance, the more they expend on appearances to compensate. More often than not the energy they expend on seeming impressive makes their actual performance ...