In the world of public relations, some stories stand out, not just for their content but for the way they impact a company’s image. One such case is the recent viral post about Thoughtly, an AI company, and its co-founder, Casey Mackrell. The post, shared by his business partner, featured Mackrell working on his laptop at his own wedding reception.
As you can imagine, the post stirred up quite a lot of controversy online.
While the post was intended to showcase his dedication and hard work, the response was divided: some commenters questioned his commitment to his marriage, others pointed out the absurdity of having a laptop at a wedding, and many highlighted the irony of a company that promotes AI as a time-saving tool, yet its co-founder couldn’t unplug for such an important and personal event.
The controversy grew to the point that Mackrell’s co-founder, Torrey Leonard, felt compelled to publicly defend the photo, stating that Casey was handling an urgent task only he could manage. However, this explanation may have raised even more questions about the company’s operations. If a co-founder’s presence is required to the extent that he needs to work during such a significant life event, it suggests potential concerns about Thoughtly’s ability to scale or delegate.
It’s also important to recognise a broader shift in society’s view on hustle culture. There was a time when working long hours, even in personal moments, was seen as admirable – a sign of commitment and determination. But those days are fading. Today, work-life balance is increasingly valued, and the idea of constantly being “on” no longer holds the same appeal. While some startup founders may still feel the need to respond to work during holidays or family events, a wedding is often considered a moment too sacred to interrupt.
From a PR perspective, the impact of this viral moment depends on the expectations of Thoughtly’s clients. As a company providing AI services, its customers likely care more about reliability and speed than the personal habits of its founders. However, the image of a business that relies so heavily on one person could be troubling. Clients might start to question the company’s stability if one individual’s availability is essential for smooth operations.
Torrey Leonard’s response, in which he emphasised the high-stakes nature of their work and the long hours required to ensure flawless performance, further positioned the company as one still in startup mode. It reinforced the idea that Thoughtly depends heavily on its small, hands-on team. While this may not be a problem for their existing clients, it certainly doesn’t project the image of a mature, fully established company that operates with robust, scalable processes.
Ultimately, this situation highlights a key takeaway in PR: not all publicity is good publicity. Thoughtly’s story may have captured attention, but the message it sends might not be the one intended. Public perception is critical, and this post has positioned them as a young, still-developing company rather than a sophisticated, dependable organisation. It may not hurt their business in the short term, but it has certainly shaped how the public and potential customers view them moving forward.
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