Guides

Long-form, practical guides on building a presence as a founder.

• Founder-led content on LinkedIn: a working method

  A practical method for founders posting on LinkedIn under their own name: what to write about, how to draft, how often, and how to tell if it works.

• Content pillars: choosing what you post about

  How to choose three or four content pillars for a LinkedIn, X or Instagram presence, test them, and keep them from turning into a straitjacket.

• Personal profile vs company page: what each is for

  How a founder's LinkedIn profile and the company's LinkedIn Page differ, what each should publish, and how to keep the two voices apart.