Founders Are the New Media Companies

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Founders Are the New Media Companies

Once upon a time, your company’s Instagram was the loudest voice in your brand.

Today? That voice is your face.

We’re in an era where attention is shifting away from company logos and toward the people behind them. Buyers want to know who they’re buying from. Investors want a pulse on who’s steering the ship. And talent wants to work for people, not faceless brands.

That means your personal content is no longer “just a nice-to-have.”

It’s your distribution engine, your trust builder, and your strategic advantage.

When a founder posts consistently, with clarity, personality, and a point of view, people start to associate that content with competence, leadership, and momentum. Over time, that builds an unfair advantage most companies can’t buy with ads.

So yes, the algorithm is changing. But more importantly, so is the audience.

And they’re tuning into you, not just your business.

Think like a media company. Post like a founder.

The Founder Origin Story Format That Always Works:

Every founder has a story. But most tell it like a résumé, not a relationship-builder.

Your origin story is one of the most powerful pieces of content you can create because it builds emotional connection, showcases values, and gives people a reason to root for you.

Here’s a simple, punchy format we’ve used for clients (and ourselves) that works almost every time:

Step 1: The Friction

• What challenge or tension sparked your path?

• “I was 28, burned out, and building someone else’s dream.”

Step 2: The Decision

• What shift or realization pushed you into action?

• “One night, I asked myself a hard question: If I don’t try now, when will I?”

Step 3: The Build

• How did you start? What early bet did you make?

• “I pitched one client, then another. I said yes before I felt ready.”

Step 4: The Outcome (So Far)

• What happened next? What have you learned, built, or proven?

• “Now, three years later, we’ve helped over 100 companies do exactly what I struggled to do in the beginning.”

Step 5: The Why

• Tie it back to your audience. Why should they care?

• “I’m sharing this because most people think they need a perfect plan. I didn’t. I just started.”

Use this format as a LinkedIn post, newsletter opener, About page, or intro for podcast pitches. You can even film a 90-second version for social. Try it out and let us know how it goes!

Here’s a shortened version of this on LinkedIn from Alex Hormozi.

How to Find Content in the Work You’re Already Doing

Here’s the good news:

You already have enough content to post every day. You’re just not recognizing it yet.

The average founder has 3–5 pieces of content buried inside their day before noon… in sales calls, team meetings, decisions, emails, and even frustrations.

The key is learning to catch it and make note of it as it happens.

Here are 5 friction-free prompts to help you turn your daily work into content without adding anything to your to-do list:

1. Did you have a sales call today?

What was one objection, insight, or “aha” moment that stood out?

That’s a post.

2. Did your team ask you a tough question?

What did you say? Why did you say it that way?

That’s leadership content.

3. Did you explain something complex in simple terms?

Congrats! You just created an educational post.

4. Did you run into something frustrating?

A delayed deal, a clunky process, a miscommunication.

Share the lesson (not the rant) — it builds credibility.

5. Did you write something in Slack or email that made someone say “that was helpful?”

Great. Copy, paste, clean it up. That’s content.

You don’t need a blank page. You just need a rewind button.

Document your thinking. Capture your clarity. Share what already exists.

Founders don’t need to become creators.

They need to recognize the value in what they already know… and hit “post.”

The Rise of Ghostwriting for Investors

Here’s something we’re seeing more behind the scenes:

VCs, M&A advisors, PE firms, and even angel investors are hiring content agencies to build authority online.

Why?

Because deal flow is driven by trust. And trust now lives online.

In a world where LPs, co-investors, and founders are all scrolling, your LinkedIn presence matters as much as your deck.

We’ve seen:

• PE firms publishing thesis-style content under the partner’s name

• VCs turning partner insights into founder-facing advice columns

• M&A advisors sharing weekly market POVs that spark DM intros

The strategy is simple: Don’t just tell people you’re sharp, show them.

Do it consistently, and when the right opportunity shows up, they already know your name.

This shift isn’t about becoming influencers.

It’s about becoming known.

Legacy Builder – Our flagship content strategy and writing service. We help founders become the authority in their niche by building a repeatable system for newsletters, social content, and thought leadership that attracts clients and opportunities.

Ultimate Authority – A step-by-step program designed for ambitious entrepreneurs who want to build a personal brand that drives deal flow, speaking opportunities, and industry leadership.

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