Why Founder Brand Beats Company Brand
People buy from people. In B2B, a founder with 10,000 engaged followers on LinkedIn will outperform a company page with 100,000 followers in terms of pipeline generated.
The Flywheel
- Post consistently (3–5x per week, not 1x)
- Share operator insights — not generic advice
- Engage in comments — this is where relationships are built
- DM warm leads from post engagers
- Convert conversations to calls
Content That Performs
Hook Formats That Work:
- "I [did X]. Here's what I learned:"
- "Most [role] get [topic] wrong. Here's why:"
- "In 90 days, I [specific outcome]. The framework:"
Content Types:
- Frameworks: Visuals + step-by-step breakdowns
- Case studies: Real numbers, real context
- Contrarian takes: Challenge conventional wisdom
- Behind-the-scenes: Build-in-public moments
The System
Batch content creation on Fridays (2 hours). Write 10 posts. Schedule for the week. Track what performs. Double down on winning formats.
Your LinkedIn is a 24/7 sales asset. Treat it like one.