Some people think they need to be Twitter famous to start a successful business. But I think fame is a trap; you should avoid it if you can.
It reminds me of this old interview with NOFX (the punk band):
If you're a band, and you can fill a room with a hundred people and play to those fans in multiple cities around the globe, you've made it. That's perfect. The same is true in startups: if you can build a small, profitable business without becoming well-known, you should do it. It will bring so much more calm to your life.
"I always want to say to people who want to be rich and famous: ‘try being rich first.’ See if that doesn’t cover most of it. There’s not much downside to being rich, other than paying taxes and having your relatives ask you for money. But when you become famous, you end up with a 24-hour job." – Bill Murray
Tim Ferris also does a good job of describing the downsides of fame.
"Who you know" and "who knows you" definitely increase your surface area for luck. But there’s probably an “optimal” level of fame. Once your audience gets too big, you have to deal with more and more bullshit.
I wonder if there’s a reasonable equilibrium: where you’re known enough to create opportunities but not so known that you attract the wrong kind of attention.