Last month, I took an unplanned break from work.

And then it kind of got extended.

I’d always dreamed of taking a month-long sabbatical, but this wasn’t exactly the one I’d envisioned.

Here’s what happened:

In October, we bought a gorgeous 5-acre property in the Texas Hill Country. Dream home (once we fix it up), wide-open spaces—a forever home. We put our LA dream home up for sale, packed up our Los Angeles life, and headed back to my home state. By early December, our LA house was under contract, and by January 6, our transition would be complete.

But January 6 came, and we were informed of a delay. Some technicality about when the wired funds had been sent by the buyer’s lender.

Next day. January 7.

Me: What time should we expect to close today?

Our escrow company: Now escrow is going to close tomorrow because the lender wire did not post until after 8:30 am today, so Title can’t record until tomorrow.

I’m bewildered at this point. Isn’t a close date supposed to be a fixed DO NOT SCREW THIS UP type of thing? But, okay. This is a done deal, right? Nobody seems too concerned, so I guess I’ll go with it.

And then the Palisades fire broke out.

As the day went on, the fire chewed through the neighborhood and crept dangerously close to our old one.

Wednesday, January 8. Our old neighborhood is evacuated. And this is a picture our neighbor snapped over our backyard fence before they got out.

Our LA backyard view during the Palisades fire.

Meanwhile, we’re told that the county clerk kicked back our deed of transfer because a box wasn’t checked. (Still, no one has owned up to not checking that box.)

Thursday, January 9. No closing today. Jimmy Carter Memorial Day.

Friday, January 10. Finally, we close. Our old neighborhood is safe, but the experience… well, it’s hard to describe the emotional rollercoaster of that week.

It was surreal watching the fire from 1,400 miles away. On one hand, we were safe. On the other hand, we were deeply concerned for our friends in LA (some of whom lost their homes). And we had skin in the game as owners of a property that should have already changed hands.

Our perspective kept zooming in. Then out. Over and over.

Ironically, I was in the middle of writing this newsletter—about the challenges founders face when telling their company’s story.

When you’re deeply entrenched in what you’ve built, it’s nearly impossible to separate yourself from it.

And when the story you tell is driven by that inside-out view, it can miss the mark entirely.

The Perspective Dilemma

There are all sorts of challenges founders face when sharing their company’s story. As a founder myself, I know well the mental trickery required to confidently convey value while also worrying over all the areas you know could be better.

To address these challenges, I’ve developed the CLEAR Framework:

The CLEAR Framework for Founders’ Storytelling

C: Clarify Your Core Message

• Why: Your audience needs to quickly grasp what you do and why it matters.
• How: Boil down your value into one concise sentence (elevator pitch). Refine until it sticks.
• Tool: Use the “5-Year-Old Test”—can a child understand what you’re saying?

L: Listen for Real Stories

• Why: Authenticity and relatability come from lived experiences, not manufactured pitches.
• How: Conduct listening sessions with stakeholders, customers, and team members. Ask open-ended questions to uncover emotional or transformational moments.
• Tool: Pay attention to where people “light up” or express strong feelings—those are the stories you want.

E: Eliminate the Noise

• Why: Overloading with details or focusing on features distracts from the bigger picture.
• How: Prioritize outcomes and problems solved, rather than every feature or technical detail.
• Tool: Highlight 1-2 transformational results your product delivers and build your story around them.

A: Adopt an Outside-In Perspective

• Why: Founders often speak from their own perspective, but the audience needs a story that resonates with their priorities.
• How: Talk to customers to understand their challenges, goals, and language. Align your messaging with what matters to them.
• Tool: Use customer quotes and real-world examples to frame your story.

R: Reinforce with Tiny Stories

• Why: Short, specific anecdotes make your message stick and humanize your brand.
• How: Incorporate micro-stories that highlight problems solved, unexpected benefits, or customer transformations.
• Tool: Turn raw anecdotes into polished stories that showcase value in action.

How to Use the CLEAR Framework

1. Audit: Review your current messaging for gaps in clarity, audience focus, or story-driven impact.
2. Refine: Apply each step of CLEAR to simplify, focus, and align your storytelling with your audience’s needs.
3. Test: Share your updated messaging in pitches, marketing materials, and team discussions. Adjust based on feedback.

What’s one tiny story that captures your product’s impact? Start there.

Not sure where to begin? Reply to this email—I’d love to help.

Pre.S. - Oh, hey. If you’re in the Austin area, I’d love to connect! I’m just getting re-established here and would welcome a meetup.

Thanks for reading to the end. And as always, hit reply and say hey, and I’ll respond. 🙂

Warm regards, from Austin. Until next time.

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