Don't be an NPC
At a 2026 Family Office Club event, Richard talked about why cold outreach fails. Then he brought in a line he credits to Elon Musk. Most people in business are deadly boring. Don't be an NPC, a non-player character.
The Rolex in the coffee line
Richard set it up with a picture. You are in line at Starbucks and a stranger offers to sell you a Rolex. You say no without thinking. You do not care who they are or what the watch is. Richard says that is what it feels like when you email someone who has no idea who you are.
Deadly boring
As Richard tells it, Musk says he falls asleep on other companies' earnings calls because they are so boring. Musk's view is that most people in business are deadly boring. Richard's advice follows from it: do not be one more forgettable voice.
Free Guy
Richard mentions the movie Free Guy, about a background character in a video game who decides to act on his own. That is the shift he wants founders to make.
In Richard's words
"and he said most people in business are just deadly boring, so don't be an NPC." (Richard C. Wilson, 2026 Family Office Club event)
"That's you emailing someone who has no idea who you are" (2026 Family Office Club event)
How to use this
- Read your last cold email as the person getting it. Would you reply?
- Give people a reason to know you before you ask for anything.
- Say one thing in each pitch that only you could say.
- Cut the stock phrases every deck in your industry uses.
Questions and answers
What is an NPC?
A non-player character, the background figures in a video game. Richard uses it for forgettable people in business.
What did Elon Musk say about earnings calls?
As Richard tells it, Musk says he falls asleep on other companies' calls because they are so boring.
What is the Rolex example?
Richard compares a cold email from a stranger to someone in a coffee line offering to sell you a Rolex.
How do you avoid being an NPC?
Richard's point is to stand out and build recognition, so people know who you are before you ask.