Length 25:39How a founder landed Metallica, Harvard and GoPro without a sales teamToni Hopponen, Founder, LandingRabbitLibrary
Conversations and articles.
I interview founders and executives about how they build trust with content, and I write about how the work gets done.
Last added 27 Oct 2026: my conversation with Julia Georgi
Conversations4
Video interviews with founders and executives. Each one comes with an edited Q&A you can read.
Length 25:39How a founder landed Metallica, Harvard and GoPro without a sales teamToni Hopponen, Founder, LandingRabbit
Length 22:12How a solo SaaS founder got found on LinkedIn, Reddit and ChatGPTChristian Baun, Founder, Howly
Length 18:58How to present with confidence: an actor's advice for founders and executivesJordi Wallen, Founder, Fourth Wall Narrative StudioArticles12
What I've learned running executive content, written up.
What AI text watermarking could change for contentAnthropic's text watermark hides a pattern in word choice. A look at how it works, the em dash question, and what it could mean for authenticity online.
What founder-led marketing actually is (and how it differs from CEO-led)Founder-led and CEO-led marketing are the same play. The title decides your starting trust, not whether the play works.
How a done-for-you founder LinkedIn system actually worksA done-for-you founder LinkedIn system built on a recorded extraction call and a documented voice profile, not a brief. AI handles production, the founder owns the thinking and the approval gate, and the founder's time cost is light once it's running. 
Why I moved DUO off WebflowA first-person account of moving DUO off Webflow to Next.js + Claude Code. What broke, the math, and the moment the switch made sense.
Message discipline for founders (the thing thought leadership isn't)Thought leadership is a saturated, hollow goal. Message discipline is the real one. It's why some founder content compounds while most just piles up: a working set of talking points, anchor anecdotes, and recurring characters you return to for years.
Why Your LinkedIn Profile Is Working Against YouMost founder LinkedIn profiles read like a resume. That's the wrong document for the job.
How to measure whether founder LinkedIn drives inbound pipelineLast-touch attribution can't see founder content, so judging it on tracked clicks tells you it failed when it didn't. Use organic-fit proxies (ICP-relevant inbound, warm sales calls, context-rich referrals) and a month-3 / month-6 / month-12 expectation curve instead.
How to Build a Content Cadence You'll Actually KeepMost posting schedules collapse within three weeks. Not because the founder gave up. Because the schedule was designed to fail.
How to interview a founder for stories that actually publishA good founder session is engineered, not lucky. The setup, the opener, a grounded question sequence, four audible signals to catch, and extraction (not transcription) after the call.
The LinkedIn Algorithm in 2026: What B2B Founders Actually Need to KnowMost LinkedIn algorithm advice is either wrong or irrelevant to founders. Here's what actually affects your reach.
How B2B founders build trust before the sales callMost of a B2B deal is decided in the first minute of the discovery call, before you finish your intro. That trust gets built by what the buyer found before the call, not on it. Founder content is where it happens.
What politicians taught me about founder voiceBefore helping founders, I managed a politician's communications. Five rules that translate from politics to B2B founder voice.