“there becomes another press release... and so then there's this other harder untangle benefit of that partnership spinning your PR again to then hopefully facilitate another opportunity.”

Press Leads to Partnerships, Partnerships Generate More Press — Build the Flywheel

Adam's growth flywheel: get press in niche trade publications, industry players notice, inbound partnership inquiry arrives, the partnership creates a joint press release (partner's team promotes it too), more recognition follows, next partnership opens. Each step converts small leverage into bigger leverage. It's not one PR hit creating a hockey-stick; it's a compounding chain that builds durable visibility.