Many technical founders feel they aren't creative. The solution is to reframe this belief by deciding to be creative and then proving it to yourself through consistent action, like writing daily, to build a new identity.
Simply clipping a podcast for YouTube or sharing a video on LinkedIn rarely works. Each platform's culture and algorithm demand content created specifically for its format, rhythm, and audience norms to be effective.
Instead of leading all content, a founder can be 'involved' by making periodic appearances in company content or influencer collaborations. This provides authenticity without the full-time burden of being a creator, acting as a valuable experiment.
Founders often create content about their entrepreneurial journey, which attracts other founders, not their target customers (e.g., gym owners). To be effective, founder-led marketing must create content that serves the actual customer persona.
Founder-led marketing requires deep immersion and genuine enjoyment to be effective. If you are not intrinsically motivated and interested in creating content, don't force it. The lack of enthusiasm will be palpable to the audience, resulting in high opportunity cost.
Categorize platforms into two types: 'discovery' (social media algorithms) and 'relationship' (email, podcasts). The strategy is to use discovery platforms for audience acquisition and then migrate those followers to relationship platforms to build long-term, owned assets.
Algorithms struggle with accounts that have changed topics over time. Starting a new, niche-focused account allows the algorithm to quickly identify your audience, leading to faster discovery than an old account with a confused history.