| name | talk-about-us |
| description | Use when auditing or reviewing website copy, SEO titles/descriptions, marketing content, or public messaging - applies Anil Dash's shareability framework to ensure others can authentically talk about your work without you present |
Talk About Us
Overview
Core principle: "They have to be able to talk about us without us." - Anil Dash
Effective content is so clear and compelling that others can share it authentically in your absence. This skill provides a systematic audit framework based on Anil Dash's principles for crafting shareable, distinctive messaging.
Source: Anil Dash, "They have to be able to talk about us without us" (December 5, 2025)
When to Use
Use this skill when:
- Reviewing website copy, About pages, feature descriptions
- Writing SEO titles and meta descriptions (these ARE how people share your links)
- Auditing marketing content before publication
- Refining messaging that feels generic or jargon-heavy
- Checking if content is memorable and repeatable
Don't use for:
- Internal technical documentation
- API references or developer guides
- Content that doesn't need to be shared verbally
The Shareability Audit Checklist
Apply these four tests to every piece of content:
1. The Absence Test
Question: "Can someone authentically explain this when I'm not there?"
- Read the content aloud - would a community member naturally say this?
- Does it require you to be present to explain or defend it?
- Can someone repeat the key idea in their own words immediately?
Red flags: Jargon ("IDE," "leverage," "optimize"), complex sentence structure, requires context to understand
2. The Distinctiveness Test
Question: "Does this say what only WE can say?"
- Could a competitor copy-paste this and just change the company name?
- Are you using platitudes anyone could claim? ("passionate about innovation," "committed to excellence")
- What's unique and ownable in this message?
Rule: If it's not distinctive, delete it. Platitudes dilute your message.
3. The Emotional Resonance Test
Question: "Is this emotionally gripping or comprehensively technical?"
- Are you overwhelming with details when you should inspire?
- What's the most emotionally resonant aspect? Lead with that.
- Does this connect to values, not just features?
Example: "Help race directors focus on what matters—delivering great running events" beats "comprehensive event management IDE that optimizes workflow."
4. The Values-First Test
Question: "Are values embedded in how people naturally discuss this?"
- Are you leading with jargon or with what you believe?
- Can someone explain your values from reading this?
- Is the value proposition grounded in something concrete and measurable?
Example: "the friendly community where you'll build the app of your dreams" embeds values directly into natural language.
Quick Reference - Audit Process
| Step | Action | Pass/Fail |
|---|
| 1 | Read aloud - does it sound natural? | Natural = pass |
| 2 | Remove company name - is it generic? | Unique = pass |
| 3 | Ask "why should I care?" - is answer emotional or technical? | Emotional = pass |
| 4 | Identify the value embedded in language | Present = pass |
If any test fails: Rewrite before publishing.
Common Mistakes
Using jargon instead of values
❌ "MyMindIsRacing is a comprehensive event management IDE"
✅ "MyMindIsRacing helps race directors focus on what matters"
Leading with platitudes
❌ "We're passionate about innovation and committed to excellence"
✅ "We make it easy to find and register for local races in seconds"
Overwhelming with technical details
❌ "Utilizes Claude API with semantic analysis and LLM inference"
✅ "Just paste a link - our AI pulls in all the details automatically"
Ignoring the "talk about us without us" test
❌ Publishing content that requires you to explain or defend it
✅ Content that community members can authentically share
SEO keyword stuffing instead of genuine language
❌ "Running Events | Race Calendar | Find Races | Running Event Discovery Platform"
✅ "Find your next race in seconds - local running events, from 5Ks to marathons"
Verification
Before publishing any content:
- Read it aloud to someone unfamiliar with your work
- Ask them to explain it back in their own words
- If they can't, or if they sound unnatural doing it - rewrite
Remember: Repetition and consistency are strength, not weakness. Authentic variation while maintaining core narrative is the goal.
