Our jumping off point today was a video from YouTuber Caroline Winkler about making friends as an adult. She instructs us to tell ourselves that when someone doesn't want to be your friend, it's always something practical in their life: they're too busy, they're about to move away, things like that. And it left us wondering: but what if it IS you? We've all met people we didn't like. What if you're a person someone doesn't like?

But hey – perhaps it's helpful to hold on to the delusion that it's never about you? What we call "distribution" is a painfully slow, ambiguous investment. Maybe we need some delusion to carry on when it feels like a slog? Maybe that's healthy? But then how will you know if it is in fact you?

We unpack more stories that might be going on when we can't seem to find friends or customers. Whether you're trying to make bookish friends at a gabba rave, or trying to find customers for your achingly cool new startup, this one's for you x

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