A practice and a point of view.

Momentum is the new moat.

All Momentum is a thesis on what communications has become in the AI era, and a practice built around that thesis. For founders building things the market does not yet have a frame for.

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A short reading list Five chapters
  1. i.Communications was infrastructure all along.
  2. ii.AI has rewritten the clock.
  3. iii.Categories are claimed by whoever moves first.
  4. iv.The agency model is breaking. There is a third way.
  5. v.The founder is the media now.

Past work, in plain terms. At the kind of stakes that teach you how to move.

Operator

Partanna GlobalChief Growth Officer

UN TNFDAgency lead, COP26 launch

Senior agency work

NATO. Qatari Government. Kempinski Hotels. Whirlpool. Unilever. Samsung.

Newsroom origin

CNN. BBC.

The thesis

What communications has become.

Three shifts have collapsed onto each other. AI in the workflow. Founders as the media. A market that rewards speed over polish. Most agencies are still running the old playbook. The founders winning the next decade are not. This is what they have figured out.

i.

Communications was infrastructure all along.

For two decades, marketing got the dashboard and communications got the press release. One was rewarded for traceable ROI. The other was treated as overhead. The companies that quietly broke that ratio, Stripe with Stripe Press, Notion turning users into evangelists, Figma making design a public conversation, built compounding advantages while their competitors A/B tested landing pages.

5x The ratio at most growth-stage companies between demand-generation budget and communications budget. The companies that flip it compound differently.

What broke the old model was cost. Communications has always been a volume game underneath the strategic thinking. Landscape mapping. Journalist intelligence. In-voice content production. Competitive analysis. Work that used to require a team of researchers feeding two senior strategists. AI has collapsed that volume cost by an order of magnitude. The judgment still has to be senior. The compilation around it does not.

The companies treating communications as infrastructure rather than as a press release service are about to lap everyone else.

ii.

AI has rewritten the clock.

A landscape audit that used to take a PR agency a quarter, a senior operator with the right tools can now do in a week. Not because AI replaces strategic thinking. Because it replaces the months of reading, parsing, scaffolding, and synthesis that used to come before any thinking could begin. Sixty hours of analyst work becomes six.

10x The speed difference between a senior operator with a purpose-built AI stack and a traditional agency on the same brief. Six weeks of audit becomes one. Eight weeks of messaging becomes two.

That sounds like a productivity win. It is a temporal one. If you can audit the market in a week, you can write the messaging in two and ship the launch in three. The window for category creation collapses from a year to a quarter. The companies that understand this are operating on a clock their incumbents cannot read. By the time the legacy players have briefed an agency, the upstart is on its third iteration.

Velocity compounds. The companies on the old clock will not catch up.

iii.

Categories are claimed by whoever moves first.

In a market where execution time has been compressed, the marginal advantage shifts from doing things well to doing them fast enough to define the frame. The product that wins a category is rarely the best one. It is the one the market understood first. The investors backed first. The journalists wrote about first. Notion was not the best note-taking app. Linear was not the best project tool. Anthropic was not the only foundation model lab. They were the most credibly told.

A great narrative does not describe the category. It creates it. The founders building the next decade's defining companies are doing this on purpose. A thesis the market can repeat. A content engine that runs at volume. A launch architected as a narrative arc instead of a press release. None of it requires a bigger budget than the incumbents. It requires moving faster than they can.

If you wait until the category exists to compete for it, you have already lost.

iv.

The agency model is breaking. The in-house model is overpriced. There is a third way.

The traditional options for serious communications work were designed for a market that does not exist anymore. The agency model: $25K to $40K monthly retainers, three layers of account handlers between the founder and the senior thinking, deliverables paced to billable hours. The in-house model: a $300K-plus VP of Comms hire, six months to ramp, a year before they prove out, a fixed cost even when there is nothing to communicate.

60%+ Growth in the fractional executive market since 2022. Founders have already started leaving the agency-or-in-house binary behind. The market is being rebuilt around a new shape of practice.

Neither was built for a company that needs to move at the speed of its market. What works now is a small number of senior practitioners running purpose-built AI stacks, embedded with founders for the windows that matter most. Lean by design. Deep on judgment. Fast by infrastructure. This is where the next decade of growth-stage communications will get done.

v.

The founder is the media.

The most underleveraged growth channel in 2026 is still the founder's voice. Not because founders are not on LinkedIn. They are. Because what they post is mostly reactive, mostly random, and mostly disconnected from a thesis the market can repeat.

3 to 5x Founder posts outperform company posts on LinkedIn by three to five times on every public engagement metric. Most companies still treat the founder feed as an afterthought. This is the gap.

A founder with a clear thesis, a content engine that runs without their hands on the keys, and three or four high-leverage media moments a year is a force multiplier on every other comms investment. Brian Chesky on Airbnb's strategy. Marc Benioff on the future of work. Sahil Bloom as a thinker-operator. Each turned individual voice into category gravity.

It is harder than it looks. It requires distilling a thesis from twelve months of scattered posts and interviews. It requires a content production stack that can ship in voice at volume. It requires saying no to the wrong opportunities, and there are a lot of wrong opportunities. The founders who get it right become the editorial centre of their own market.

What interests me

The work that gets me leaning forward.

Not every founder. Not every problem. Mission alignment over sector. Here is where the work tends to be most useful, and where it usually is not.

Founders I want to work with

  • Category builders.Founders defining new spaces, especially at the messy edge where the market does not yet have a frame and the language is still being written.
  • AI-native and AI-adjacent companies.The shift is real. The way comms is being practised has to change with it, and most consultants have not noticed yet.
  • Climate, deep tech, and infrastructure plays.Hard stories that need translation, and a sector I have spent years inside.
  • Series A through C with no Head of Comms yet.The function needs to exist. A full-time CMO or CCO hire is premature. The window before you make that hire is exactly where I am useful.
  • Founders who can write but never have time.You have a clear thesis. You just need an engine around your voice that does not require your hands on every key.
  • Companies in a moment.Fundraises, launches, category moves, sensitive issues. The compressed windows where the right move now decides what the market thinks of you for years.

Where I am less useful

  • Pre-product companies.Where the story does not yet have a product to land. There is a different kind of help you need first.
  • Pure performance marketing or SEO content shops.Different muscle. Different operator. There are great people for this. I am not one of them.
  • Companies that want a press release writer.If the brief is volume of releases rather than building a market position, a freelance writer is the right buy. Not me.
  • Founders who want to outsource the thesis.I can find your story, but you still have to believe it. If you want a brand to be applied to a company that does not yet have its own conviction, I am the wrong door.

The signal I am looking for is mission alignment over sector. Founders who think out loud, ship fast, and want their communications to match.

Where I come in

The practice.

Senior-led. AI-powered. Embedded in your team for the windows that matter most. The full comms and marketing function, compressed into a practice and a stack we have built for this.

A diagnosis, not a deck.

Every engagement starts with looking at where you are in your market, what is missing in your narrative, and which levers will move the most in the window we have. Then we build.

The scope is the full comms and marketing function. Narrative architecture. Content and social cadences. Media strategy and placements. Websites. Customer portals. Crisis readiness. Founder positioning. Investor and board communications. One practice covers all of it because in the AI era one practice can.

It runs on a proprietary AI stack we have built for this work. Landscape mapping, journalist intelligence, in-voice content production, competitive analysis, signal monitoring. The stack handles the volume. Senior judgment runs the strategy.

Sprint 4 weeks A single inflection point. Fundraise, launch, category move.
Campaign 90 days Sustained presence. Founder voice and media in motion.
Partnership 6 to 12 months The function ongoing. Embedded inside your team.
Build As scoped A specific shipment. Website, portal, tool, data piece.
Speed, in calendar weeks
The work
Typical agency
All Momentum
Landscape and competitive audit
6 to 8 weeks
1 week
Messaging framework and founder voice
8 to 10 weeks
2 weeks
Founder content engine running
4 to 6 week ramp
Day 5
New marketing website live
3 to 6 months
4 to 6 weeks

Selected work

Outcomes, not case studies.

A small sample across climate tech, education technology, and a UN-backed policy launch. The sectors vary. The mechanics are the same everywhere the work happens. If you want detail on any of these, ask in your note.

Partanna Climate tech · 2021 to 2023

Zero to $27M in eighteen months.

Joined as VP Communications. Promoted to Chief Growth Officer. Built the function from scratch, ran executive communications for co-founder Rick Fox, and architected the narrative that took the company from no press to CNN, CNBC, Wall Street Journal, Bloomberg, BBC, and a Wired Top 100 listing. Close to $30M raised.

PAES Education tech · 2025 to present

An AI-native global sales system, built from scratch.

Built and deployed a global sales and communications system for an education technology company with international ambitions. The stack: proprietary prospect research tools, personalised outreach at volume, founder-led content, and a compounding media presence. First proof point was every local authority SEND lead in England reached in ninety days. The same system is now rolling out across international markets.

UN TNFD Climate policy · 2021 to 2022

A new global climate framework, launched at COP26.

Led the agency team on the launch of the Taskforce on Nature-related Financial Disclosures, a UN-backed initiative creating a new global framework for how companies assess nature-related financial risk. Built the launch narrative, the messaging architecture across governments, corporates, NGOs, and the financial sector, and the COP26 moment that put TNFD into the room with the institutions that would adopt it.

Rory Anderson

Rory Anderson, founder of All Momentum. Based in Los Angeles.

About

Rory Anderson.

I run All Momentum. I write like a journalist, think like a strategist, and build like a founder.

Most recently Chief Growth Officer at Partanna Global, where I built the comms function from scratch and helped raise $27M. Before that, a decade in senior agency roles at Ketchum, Teneo, and M&C Saatchi on the kinds of accounts on the proof bar above. Before that, broadcast journalism at CNN and BBC.

I started All Momentum because the work I want to do, narrative architecture for category-defining founders at the speed AI now makes possible, was not being offered in a shape that worked. So I built it.

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Contact

Tell me what you're building.

I take on a small number of engagements each quarter. If you are a VC-backed founder with a category to define, a moment coming in the next ninety days, or a market that is quietly waiting for someone to tell the story first, I would like twenty minutes.

Email rory@allmomentum.co Based Los Angeles, California Also LinkedIn