比如，像这样：“是的，我知道其他人带来的投资意向书更出色一点。但除了价格好一点，他们能给你带来什么？我们不只是看好你的公司，我们也看好你本人。我们甚至还有相关的专家，他们知道怎么宣传你的商业点子，确保人们聊起【移动/内容/软件即时服务（SaaS）/分析/无人机送餐服务】时，马上就会说起你。我们能让你变成一个明星，吸引最好的人才和客户纷至沓来。今天的估值差异比起未来我们要一起做的事情不值一提。”

    好吧，也许不会说得这么直白，但想来也差不太多。

    而且，老实说，我觉得这么干能成。创业者往往都自视甚高，这几乎是一种本性。毕竟，他们能放弃传统就业职位，就是因为他们对自己的能力有持久的信心。如果出价相差不多，有效的第二条途径就是如何提升创业者的自我价值感。

    但是，我不知道实际的“内容”策略能否真的给企业带来那么大的帮助。毕竟，人们加入一家初创企业往往并不是因为他们认同CEO的想法或者CEO名声响亮。首先还是金钱/股票方案，其次是潜在雇员认为能在这里愉快工作，受到激励。这里头可能包括CEO的言行举止或远见，但不是他们在知名科技博客TechCrunch上写了些什么。甜心先生(Jerry Maguire)不是真实生活。

    对于潜在客户就更是如此了，他们关心的是产品好不好用，价格是多少。仅此而已。或许有个别例外，比如，2012年连锁快餐厅Chick-fil-A因为公开反对同性婚姻在美国社会引起轩然大波后，仍有大量的消费者进店吃炸鸡表示声援。但是，我并不认为风投公司会鼓励大部分创业者发表一些极具争议性的社会政策言论。

    当然，如果越来越多的风投公司开始聘请内容主管，这种迎合虚荣心的差异化将会消失。到那时，所有公司都已经为这些曾经的媒体老兵准备好了一个归宿。或者说，在投资者们指示这些公司开人之前，他们可以一直好好待着。

    不过，也许我这回又猜错了？（财富中文网）

    It goes like this: "Yes, I know those other guys are coming in with a slightly better term sheet. But what are they bringing you besides a bit less dilution? We don't only believe in your business, but we believe in you. And we've even got someone here who knows how to get your ideas out there, and make sure that when people talk about [mobile/content/SaaS/analytics/tacocopters] they'll be talking about you. We'll make you a star, and the best people and customers will flock to your business. That difference in valuation today will be just a drop in the bucket compared to what we'll do together."

    Okay, maybe it's not quite so explicit, but that's the general conceit.

    And, to be honest, I think it just may work. Entrepreneurs generally think quite highly of themselves almost by definition. After all, they have forgone traditional employment due to an abiding faith in their own abilities. If the money is close, this a strong secondary way to bolster the entrepreneur's sense of self worth.

    What I don't know, however, is if the actual "content" strategies will really help businesses all that much. After all, people don't generally join a startup because they like how the CEO thinks, or because the CEO is well known. It's first about the money/equity package, and then about if the prospective employee expects to enjoy and be stimulated by the work environment. That may include a CEO's demeanor or vision, but not something they wrote on TechCrunch. Jerry Maguire isn't real life.

    And this goes double for potential customers, who care that the product works and how much it costs. That's it. Maybe there are isolated exceptions like all those folks who did/didn't go to Chick-fil-A last year, but I don't imagine that most of these entrepreneurs will be encouraged to make controversial social policy statements.

    Of course, if more and more VC firms begin hiring head of content, then the ego-stroking differentiation will be lost. And all the firms will have created at that point is a lucrative landing spot for ex-journalists. Well, until their investors tell them to send out pink slips.

    Or am I wrong once again?