---
title: "Agencies over-index on the founder's journey"
description: "Too much journey and current business. Not enough mission, enemy, and what the audience actually gets."
canonical: https://tomsharman.com/lessons/agencies-over-index-on-the-founders-journey/
updated: 2026-10-25
---

# Agencies over-index on the founder's journey

> What do most agencies get wrong about founder content?

Too much journey and current business. Not enough mission, enemy, and what the audience actually gets.

Most founder content run by agencies focuses too much on the founder's journey and the current business. Not enough on the mission, the common enemy, and what the audience actually gets from the entrepreneur.

People are selfish on social media. They want things for their own benefit and their own gain. They can absolutely love and trust a person they feel can help them on their journey. But they are consuming your content, especially entrepreneurship content, to become the best version of themselves.

## What should the founder's story do instead?

Carry a lesson. Every story gets framed as: this is what happened to me, and this is what you can take from it.

## Questions

### What do agencies get wrong about founder content?

They focus too much on the founder's journey and the current business, and not enough on the mission, the common enemy and what the audience actually gets.

### Why does that fail?

People on social media are selfish. They consume entrepreneurship content for their own gain, to become the best version of themselves.

### Can people still love the founder?

Yes. They can love and trust a person they feel can help them on their journey. The help has to come first.