---
title: "Find the voice in what already worked for them"
description: "The voice is a reframe of what already works. Look at what made them successful, then point it at the audience."
canonical: https://tomsharman.com/lessons/find-the-voice-in-what-already-worked-for-them/
updated: 2026-10-25
---

# Find the voice in what already worked for them

> How do you find someone's voice when they do not know what it is yet?

The voice is a reframe of what already works. Look at what made them successful, then point it at the audience.

Finding a founder's voice when they do not know it is tough. Start with what they have done in their career, and the reasons it worked.

For Sam Stoffel, that was using his face and telling his story to build a business. His website still has his face on it, and his story from university, because it worked. That was the obvious way in.

## What if the creator wants to move beyond their niche?

Reposition the thing they are known for. Ben Heath was the number one creator in paid media and wanted to branch out to founders and entrepreneurs. So the idea became paid media as the answer. Going viral is hard. Most business owners are busy running the business. Paid media cuts through the noise and reaches the people who will buy.

That is the point of a founder's personal brand: a vehicle that directs people back to the business.

## Questions

### How do you find a founder's voice?

Look at what has already worked in their career and why. The voice is a reframe of that.

### What was it for Sam Stoffel?

Using his face and telling his story to build a business. His website still carries both, because it worked.

### What is a founder's personal brand for?

A vehicle that directs people back to the business and makes money from the audience.