How much of a founder's brand should be about their business, and how much about them?
It is about their business, told as what the audience learns
The founder's experience is the selling point. Talk about yourself without framing the lesson and you end up in view jail.
Updated 2026-10-25
It should be about their business in one sense: it is designed to make money and to trickle down the funnel. But the main focus is a mix of education and entertainment, and the founder’s experience is what gets you there.
What matters more is the why, the enemy and the mission. A founder who talks about themselves all the time, without framing it as “this is my experience and this is what you can learn”, or who just talks about the business, creates noise. It gets stuck in view jail.
Does it change for a newer founder?
Yes. For a developing entrepreneur, the build itself is exciting. Going behind the scenes of building the thing works. Either way it should be authoritative, a look behind the curtain, and above all it should add real value for a selfish audience that wants to be a better version of itself.
Questions
How much of a founder's brand should be about the business?
It should be built to make money, but the focus is education and entertainment, with the founder's experience as the selling point.
What is view jail?
Where content ends up when a founder only talks about themselves or the business without framing what the audience learns.
What works for a founder still building?
Going behind the scenes of the build, as long as it is authoritative and adds real value.
The playbook this belongs to: Positioning.
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