Let’s set the foundation for your founder brand.

I help startup founders clarify their stories and share them with the world through long-form interviews, video content, and foundational articles that fuel sales and marketing efforts.

Founder brand foundation

A four-week process to workshop your founder story, capture all its nuances in a 1:1 interview, and create a foundation for founder-led marketing.

Project
Price

| $5,000

What you get

2 weeks of narrative workshops, interview outlining, and talking point development

We’ll meet to discuss your background, why you started your company, your early customer profile, and your big-picture vision to workshop the core of your story.

Long-form video interview

A structured 1:1 interview that puts you and your story front-and-center, giving you the space to showcase your vision and authority in your category.

Content assets to share your founder story with the market

A collection of written and video assets that include the long-form video, a trailer showcasing the story highlights, short social clips, and written articles that crystalize the founder story for your buyers and investors.

Founder-led content strategy roadmap

A document that turns your founder story into a content strategy, including core messaging themes, content topic buckets, and distribution processes.

I reached out to Joe because we were fans of the content and marketing work that Mosaic was doing. He took the time to walk me through how he’d go from zero to one with content. No fluff, just a thoughtful system that fit our business.

Josh McClanahan
CEO and Co-Founder
AccountAim

We started working with Joe when we had just launched the website and only had a handful of blog posts. From there, he built out our full content engine. His work played a big part in making Strategic Finance a recognized category.

Joe Garafalo
COO and Co-Founder
Mosaic (acq. by HiBob)

Working with Joe made it so much easier to execute a high-impact SEO strategy because the content foundation was so strong. He’s deeply committed to quality and has a rare talent for weaving together insights from across SMEs.

Nikiya Griffith
Head of Marketing
TeamOhana

Turn your story into a content engine

The Founder Story System is meant to organize and distill your startup vision into something that reaches and resonates with your potential buyers and investors. It’s not just a one-off piece of content. It’s a set of building blocks that support your content engine as you scale.

Part 1: Narrative workshop

Early-stage startup marketing should revolve around your perspective on the market. And that starts with making sure we’re clear on your positioning.

We’ll start by aligning on what made you start your company, the status quo in the market you’re after, the pains and needs of your early customer profile, and why you’re the right person to attack the opportunity.

Part 2: Storytelling structure

Once we’ve got all the pieces of your narrative puzzle, we have to start organizing them into a cohesive story investors believe and buyers remember.

We’ll choose a storytelling structure that best fits your background and what you want to say to the world. That structure will help us outline the questions and talking points for our official interview.

Part 3: Long-form interview

There’s a reason 1-on-1 feature interviews are the hallmark of celebrity press junkets. They give people a chance to showcase their personality, get deep into topics that matter, and build trust with the audience.

We’ll talk through your founder story in a 60-90 minute interview. No over-rehearsed clips. Just an authentic chat about the dent you want to make in the universe.

Part 4: The manifesto + persona stories

This isn’t just about video content. That foundational interview session has to turn into more assets that will fuel all your sales and marketing efforts.

I’ll take the interview and use the source material to write a manifesto article for your startup as well as variations specifically for your early buyers and potential investors. This is where we plant a flag in the ground for what your startup stands for. It’s the keystone that keeps all future content aligned with the right positioning.

Part 5: Strategy roadmap

The value of these video and written pieces of content goes beyond impressions on social media that first time you share them. All this work creates a base layer for founder-led marketing that works at scale.

I’ll share a content strategy roadmap based on the founder story. It’ll include guidance for distributing the assets on social media, building custom AI systems to scale founder-led marketing, and converting attention into pipeline.

How I’m thinking about
content right now

FAQs

  • Yes! We’ll work together throughout the entire process. I’ll run all calls and interviews and write all content. I bring in support for the heavy lifting on audio/video editing, but nothing you’ll have to manage there.

  • Absolutely. The project ends with a documented strategy where I’ll provide recommendations on where you should take your founder-led content next. I’d love to help you execute that plan.

  • The goal of the project is to give you foundational assets for founder-led marketing. Some of the outcomes that these assets can help achieve:

    Short term:
    — Impressions and engagements on posts sharing the video assets on social media
    — Improved reply and book rates for your outbound sales motion
    — Increased inbound interest in your startup

    Long term:
    — Inbound interest from investors for your next fundraise
    —  Increased inbound pipeline through branded search and social