This year, something remarkable is happening in the business world. While most companies are struggling to break through the noise with generic AI-generated content and templated marketing strategies, a new breed of brand is pulling ahead of the competition.
They’re called founder-led brands, and they’re rewriting the rules of marketing as we’ve known it.
(Well, that’s probably a bit dramatic, but what has always been around has taken new shape and given the companies who are willing to execute this unprecedented opportunity.)
The Shift from Gatekeepers to Direct Access
In the past, PR (public relations) was always gated off. A company had to hire a PR agency or work hard to develop relationships with the press. The press controlled the world’s narratives, deciding who would make it into the public eye and how they would be scene.
However, in 2015, things started to shift dramatically, and PR as we knew it shifted with it. Every company had to become a media company.
Now, in 2025, we don’t have to wait for news outlets and other earned media sources to gain visibility and brand awareness. We can create that visibility ourselves through social media channels.
But in today’s social media environment, brands now have to contend with AI and all it’s ramifications both good and bad. Today, you can whip up hundreds of pieces of content using AI. The problem? Is that without the proper strategies and frameworks in place, your content will blend in – sounding like all the other content being published.
The good news is that with the TikTok-ification of social media where AI-enabled algorithms are feeding interest-based content to the right audiences, the opportunity for brands has never been bigger.
So why does a founder-led approach work so incredibly well?
The Human Connection Factor
At the heart of founder-led marketing’s success is a simple truth: we all like to buy from other people. Humans like to buy from other humans who are like us and understand our pains. Out of everyone in a company organization, founders are uniquely suited to authentically relate to their ideal clients and customers because it’s literally why they started the company.
As a McKinsey study states, “CEOs who place marketing at the core of their growth strategy are twice as likely to have greater than 5% annual growth compared with their peers.”
What Is Founder-Led Marketing?
Founder-led marketing is a strategy in which the founder of a company is actively involved in the marketing process. Instead of delegating marketing tasks to an outside team or internal department, the founder himself takes the lead in creating and executing marketing campaigns.
This isn’t just about posting on LinkedIn (though that’s part of it). It’s about leveraging the founder’s unique perspective, passion, and authenticity to build genuine connections with customers and prospects.
Why Founder-Led Marketing Works So Well
1. Authenticity in an AI World
As information saturation and skepticism towards traditional advertising grow, this strategy offers a unique blend of direct engagement and narrative control, establishing trust and loyalty essential for business success in the digital age.
When everything starts to look and sound the same thanks to AI-generated content, authentic human voices cut through the noise like a knife through butter.
2. Trust and Credibility
Founders typically have a wealth of industry-specific knowledge and experience that sets them apart as thought leaders in their field. This expertise enables them to position themselves as trusted advisors to their target audience.
3. Direct Customer Connection
Founders have the unique ability to humanize their brand and connect with their audience on a personal level. By sharing their journey, challenges, and triumphs openly and honestly, they can build genuine relationships with customers based on trust and mutual respect.
4. Cost-Effective Marketing
Startups often operate under tight marketing budgets and limited resources, forcing founders to take on multiple roles to keep the business running smoothly. By taking on the role of chief marketer, founders can leverage their creativity and resourcefulness to execute cost-effective marketing strategies that deliver maximum impact.
Real Examples of Founder-Led Success
Look at some of the most recognizable brands today:
- Elon Musk uses his personal Twitter/X account to promote Tesla, SpaceX, and his other ventures
- Sam Altman of OpenAI regularly shares insights on AI development and company updates
- Mark Zuckerberg has increasingly used his personal platform to connect with Meta’s audience
- Melanie Perkins of Canva has built a $26 billion business with her founder-led marketing approach
Two Powerful Approaches to Founder-Led Marketing
Now, to be clear, founders aren’t the only ones who this works for. If you’re a B2C business and your founder doesn’t want to get in front of the camera, you could create a team of brand ambassadors for the company, but this is a bit trickier and requires establishing clear guidelines and training for these people. (This used to be called being media trained back in the day.)
At Obey Creative, we work with B2B service-based clients, specifically the founders of these companies, to create strategic & video-first content to publish on their social channels. We do this in two powerful ways:
1. Direct-to-Camera Content Strategy
Also known as talking head content, this approach allows founders to speak directly to their audience with authenticity and authority. We create the strategy and write the scripts so that you show up for a 1-2 hour recording session, and our team captures 30-60 pieces of content to publish for the next two months on social.
This batch creation method ensures:
- Consistency without the daily time commitment
- Professional quality that reflects your brand standards
- Strategic messaging that moves prospects through your sales funnel
- Authentic delivery that only you as the founder can provide
2. Video Podcast Launch Strategy
Podcasting via video allows you to further establish authority and thought leadership while also bringing guests on that you’d like to talk to. You can use these guests for a halo effect to further enhance your own brand and also gain access to people who normally wouldn’t give you the time of day.
The problem with a podcast is that it’s time-consuming. This is why we work with our clients to take this off their plate so that they can simply show up on recording day and film the show. Our team then:
- Edits the full-length show
- Publishes it to various podcast channels
- Clips the viral moments within the show for social content
- Creates a content library that serves your marketing for months
How to Implement Founder-Led Marketing Successfully
Start with Your “Why”
To stand out, you need to know what makes you unique. Ask yourself: If you can’t answer this in one clear sentence, work on refining your messaging. Your differentiator will fuel your content and connect you with your audience.
Create a Content Funnel Strategy
Top of Funnel (Awareness): Industry trends, challenges, and thought leadership. Middle of Funnel (Consideration): Insights about your product, case studies, and solutions to common pain points. Bottom of Funnel (Conversion): Customer success stories and direct calls to action.
The 90-Day Test
Consistency is key. Treat founder-led content as a 90-day test. Dedicate time and resources to execute this strategy fully for one quarter. You’ll see early signs of life if you’re doing it right.
Content Mix That Works
By blending authority, personal, and sales content—and tapping into your founder or CEO’s unique insights—you can create a brand that drives trust, builds relationships, and generates consistent leads.
The most effective founder-led content follows this formula:
- 80% Value-driven content (industry insights, lessons learned, behind-the-scenes)
- 15% Personal content (your journey, failures, wins)
- 5% Sales content (direct promotion of your services)
Common Pitfalls to Avoid
While this strategy is effective, success hinges on avoiding these traps: Over-promotion: Balance value-driven content with subtle promotion. Inconsistency: Don’t drop off after a few weeks. Results take time. Neglecting engagement: Posting isn’t enough—interact meaningfully with your audience.
The Systems Approach
The keys to founder-led marketing are: To build systems and processes to make it an easy lift for the founder. To create marketing content that delivers maximum return in terms of engagements and conversions, to make it worth the time it will take up.
This is where working with a team like Obey Creative becomes invaluable. We handle the strategy, content creation, editing, and distribution so you can focus on what you do best—running your business.
Why Now Is the Perfect Time
Founder-led marketing has become a big deal in 2024. Across the tech industry, founders are stepping up to take centre stage in their company’s marketing strategy – posting on LinkedIn, authoring blog posts, engaging with PR opportunities, and giving customers a closer look at the inner workings of their business.
In a world where AI can replicate almost anything, your unique perspective, experience, and personality remain irreplaceable. Your competitors might copy your messaging, but they can’t copy your story.
The Bottom Line
Founder-led marketing isn’t just a trend—it’s the future of authentic business growth. While your competitors are hiding behind generic corporate messaging and AI-generated content, you have the opportunity to build real relationships with real people who become real customers.
The question isn’t whether you should implement founder-led marketing. The question is: can you afford not to?
Ready to start your founder-led marketing journey? Our team at Obey Creative specializes in helping B2B founders build strategic personal brands that accelerate business growth. We handle the heavy lifting so you can focus on what you do best—being the authentic leader your audience wants to follow.
Contact us today to learn how we can help you become the face of your brand and dominate your industry in 2025.