Author’s note · 2026-05-15
The Legibility Problem
Most brands don't have a visibility problem. They have a clarity problem, and more content won't fix it.
Almost every brand that believes it has a visibility problem has been sold the same prescription: post more. Ore's argument is that the diagnosis is usually wrong, and the prescription therefore makes the condition worse.
The test he applies is blunt. If a visitor cannot say what the business does, who it is for, and why it can be trusted after five seconds on the page, the business does not need more content. It needs to become legible. More posts on top of an unclear proposition multiply the confusion at scale.
The audience for legibility has changed as well. A business has to be legible to a machine before it can be recommended by one, and an assistant summarising a brand has less patience than a visitor, not more. Volume does not help there either. Structure does.
Legibility is the precondition for everything downstream. A brand that cannot be understood cannot be trusted, and a brand that cannot be trusted cannot be bought from, whatever the volume of content pointing at it.
The implication for a founder is a sequencing one. Clarity first, then trust, then distribution. Reversing that order is the most expensive common mistake he sees.