The Tao of How

A three-way discussion brings the mission to life.

How might day-in, day-out routine work command reporter interest? By focusing on the HOW.

Start-up company Ultranauts Inc.  provides quality assurance testing to the digital media sector, a labor-intensive process essential to the launch of every website, software program and app.

The company has a mission to employ testers who are high-functioning individuals on the Autism Spectrum. Their heightened abilities are an exact match for software testing — off-the-charts pattern recognition, attention to detail and tolerance for repetition.

This is an example of when the HOW — the tapping of a unique talent pool — makes a business a potential news story.

After I arranged for a reporter to speak with the founder about the company and its mission, I introduced an employee and a client to round out the story.

This was not the usual company and client case study I’ve described before. The participation of the tester was key to the success of this article, because the mission of the start-up is the employment of exceptional people.

Is it your HOW that makes your company or nonprofit distinctive? Contact me at, set an appointment here or call me at 212.677.5770. Let’s talk about ways to position your mission to attract reporter interest.

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This discussion has been lightly edited to reflect the company’s new name, Ultranauts. Its mission remains the same.