The more often you see something, the more successful you assume it is.

A founder told me this week that when she started personally tweeting quite a bit more–not even directly about the company, but about company-adjacent themes–friends would proactively tell her "sounds like the startup is going well!"

A kind of default assumption: "if it weren't going well they wouldn't be posting, or I wouldn't see their content with them having a smile on their face."

This seems like a silly assumption!

But there's some logic to it.

Things that die you don't see again.

Things that are effective tend to replicate; other people also adopt the practice.

You'll see more of an idea that persists for longer (each time step you might see it again), and you'll see more of an idea that replicates often.

So all else equal, it's not unreasonable to have an assumption that things you see often are more successful.

This logic is one of the reasons that takeover ad campaigns work.

"I'm seeing this product everywhere, it must be good!"