Lessons · Molly Graham
articleprincipleThe Business Case for Giving Things Away
21 July 2026People
Source excerpt
About LessonsTED gave away its talks for free. Then it gave away its own brand. Both decisions should have killed the business. Instead, they made it bigger.
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What a founder can learn
Founder takeaway
Giving away valuable content—or even controlled access to your brand—can expand the market around your business rather than weaken it. The strategic question is whether free access increases reach, participation, and future value without undermining what the company must monetize.
Why it matters
Founders often protect valuable assets by default. Thoughtful openness can turn customers and participants into distributors, helping awareness and demand compound beyond what the company could create alone.
Put it to work
Identify one asset you tightly control today. What could you make freely accessible, and what boundaries or incentives would ensure that wider adoption strengthens rather than substitutes for your business?