Founder-led marketing is on the rise

Founder-led marketing is having a moment.

Even at some of the world’s largest brands, previously mousey principals have undergone sudden glow-ups (sometimes using AI to make themselves look swol), talked on podcasts, and been relatable on LinkedIn. While this isn’t new, the trend is accelerating. Why? People don’t buy products so much as the stories behind them; there’s no more direct connection than through the people leading the company.

Does this mean me?

When I say “founder-led marketing,” I don’t mean those tech titans you’re probably thinking of. Most of us don’t have those resources. Instead, I’m talking about marketing centered around any business principal – whether you’re a founder, owner, managing director, or CEO. Making this meta, here I am, telling you about founder-led marketing while doing it. At least I take my advice!

Founder-led marketing could mean you if you’re a leader of your business.

The four elements that matter

1. The Why / The Vision

Oh man, I hate to bring this up, as it’s so cheesy. “Start with why” has gone from cliché to cringe, but sometimes clichés stick around because they’re true. Take HubSpot’s Brian Halligan and Dharmesh Shah – they built their entire company on the belief that traditional marketing was broken. Their story isn’t just marketing; it’s their business DNA. The same goes for Patagonia’s Yvon Chouinard, whose environmental commitment shapes everything from their “Don’t Buy This Jacket” campaigns to their massive environmental donations.

2. Make the struggle real

Being imperfect isn’t just okay – it’s necessary. I admire Pieter Levels, creator of Nomad List. When his servers crashed, he didn’t just post the technical fix – he shared the whole journey, from late-night debugging sessions to the final triumph. This combination of technical prowess and human vulnerability makes his story compelling.

3. Give back generously

Marketing isn’t just about selling; it’s about creating value for your community. Neil Patel gets this perfectly. His philosophy of “help first, sell later” has built a massive following through free tools like Ubersuggest and endless educational content. The key is being genuinely generous with your knowledge and insights.

4. Consistency

The real magic happens when you show up regularly. Not perfectly, just consistently.

Making it happen (without losing your mind)

As a founder, your to-do list is already overflowing. Adding “become a content creator” might seem insane. But here’s the good news: you don’t have to do it alone, and you don’t have to do it perfectly. The most successful founders who lean into storytelling almost always have strong support systems.

Working with your team

When you have marketing resources (internal or external), here’s how to scale your personal marketing.

1. Content development: Work with writers who can capture your voice while saving you time. The best teams systemise content production, refine your ideas, and even handle ghostwriting—all while maintaining your authentic voice.
2. Strategic planning: Regular content brainstorming sessions with your team can turn quick insights into months of quality content. This is where having marketing professionals around you pays off – they can spot themes and opportunities you might miss.
3. Professional polish: Let your team handle the heavy lifting of editing, graphics, and analytics. They can turn your rough ideas into polished content while keeping the right feel and tone of voice. 

Flying solo

If you’re running lean or prefer a more hands-on approach, here’s what works:

1. Capture ideas on the go: Use voice notes or AI to capture insights between meetings. Some of my best content comes from those “aha moments” that hit during the day.
2. Use AI tools wisely: Tools like ChatGPT and Claude can help refine your ideas and even suggest angles you hadn’t considered. Think of them as your personal writing assistants, not replacements.

Build Your Minimum Viable System:

Here is a common one for solo operators:

• Monday: 15-minute metrics review
• Throughout week: Quick idea capture
• Friday: Turn those ideas into next week’s content
• (Or be a work nerd like me and do it on weekends – sometimes that’s just when the magic happens)

Choosing the right channels is critical. Don’t forget the real-world stuff like speaking opportunities.

Great founder-led marketing means amplifying your unique voice and values.

Taking action

1. Choose your platform: Pick one channel where your audience actually hangs out. Better to be consistent on one platform than scattered across many.
2. Set your rhythm: Whether it’s Monday morning metrics reviews or weekend writing sessions (hey, it works for me!), create a routine that fits your style and schedule.
3. Start small, scale smart: Begin with one piece of content weekly. Focus on quality engagement over quantity of posts. As you build momentum, you can expand your presence naturally.

Or come and chat with us (or someone like us). Engage people who understand this space and know how to scale your founder-led marketing without losing your essential voice and keeping consistent with your goals and values.

Your story is unique

Your story is unique, your expertise is valuable, and your audience is waiting. The best time to start sharing is now. It’s fun, rewarding, and a great way to connect with current and future customers.

Founders doing it well

Some great founders I’d admire and worth following:

• Nicola Taylor is the founder of Tax Traders and Taxi; writes with compassion and strategic insight
• Edmundo Ortega founded Machine & Partners and is a leading voice in AI and business strategy.
• Steven Zinsli is the CEO of Extraordinary and is particularly effective at telling the story of his company as it flourishes, with relatable struggles in the mix.