You're sitting on your most powerful marketing asset and don't even know it

I want to tell you about a founder I know.

He runs a SaaS company doing multiple eight figures a year.

- He's had conversations with billionaire investors.

- He's shared the table with founders of the fastest-scaling companies in the world.

- He's been in the industry for years and been through every possible thing a founder can imagine.

Despite all this, his posts were getting 2 likes.

Because every single post on his profile was about

1. Product tips

2. Feature announcements

3. Technical walkthroughs of how to use his software.

His social media was basically a rebranded version of his company's brand account and he was treating it like a press release feed.

And the internet was responding accordingly.

I got on a call with him.

Within about 10 minutes, I heard about the conversation he had with one of his billionaire investors about where the market was heading. Then the story about how an operational breakdown almost killed the company. Then a lesson he picked up from a founder doing $500M/year that completely changed how he thought about retention.

I stopped him mid-sentence.

"That. Talk like that. That's your content."

He looked at me like I'd said something obvious. And I get it, the stories felt normal to him. They were just things that happened.

But that's the thing most founders completely misunderstand about building a presence online.

Your stories aren't just interesting. They're your authority.

The reason people follow anyone online isn't purely technical value. A follow is a transaction, it’s an exchange for predictable entertainment or predictable insight. The accounts that win at this game figure out how to deliver both.

We see this across every walk of life.

- The best speakers in the world are the best storytellers.

- The best-selling books are the ones that make you feel something.

- The most-followed founders on X are the ones letting you in on their journey.

After this founder started telling his stories the same way he'd tell them on a call:

- Other successful founders started reaching out to him for advice.

- His SaaS picked up a new sign-up channel through inbound from content.

- His personal brand started growing month over month.

Nothing about his business changed. His credentials were always there. His experiences were always there.

He just finally started sharing them.

Think about the accounts you can't stop reading.

Cardinal Mason built a multi-million dollar business because he talks about copywriting like it's his religion and he tells stories about why.

Same with Nick Huber, Dakota Robertson.

The founders posting publicly about what they're building, the hard calls they make, the losses they take.

They all collectively know that in a world where everyone has case studies, everyone has results, everyone has credentials, you have to use your story as the differentiator.

Your audience isn't scrolling to be impressed by your metrics.

They're scrolling to find someone who makes them feel less alone in what they're building.

So here's the simplest thing you can do this week:

1. Write down three stories you've never shared publicly. Maybe it’s a conversation that changed your thinking, a moment the business almost broke, a decision that changed everything.

2. Now ask yourself: would I tell this story the same way on a call with a peer?

3. If yes, post it exactly like that. If not, change it to be more natural and post it like that.

Just giving yourself permission to talk online the way you already talk in private is a new unlock for most founders.

If you're building or scaling a business right now and you have stories like these like hard pivots, unexpected breakthroughs, moments you almost quit and you're not sharing them publicly?

You are leaving your most powerful marketing asset completely untouched.

A personal brand built on real stories compounds in a way that ads never will.

It creates trust that precedes you. Opportunities show up that you didn't have to pitch for. The cold outreach hits differently when the person on the other end already feels like they know you.

We help founders build exactly this. A kind of presence that makes your ICP feel like they've found an operator they've been looking their entire lives for.

If you want to talk about what that looks like for your personal brand specifically, book a call here.

We'll look at where you're at, what stories you're sitting on, and what the fastest path to turning them into traction looks like.

The founder I told you about at the start of this email?

He always had what it takes.

He just needed someone to remind him that the stories he thought were normal…weren't.

Neither are yours.

— Wiz

P.S. If you've been watching what the best accounts on X do and wondering what the difference is between them and where you're at right now: it's almost always a gap of storytelling. Book a call and let's close it.