My Founder Brand in 5 Steps

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founder brand, right? People ask me, you know, what I do to like write this

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LinkedIn stuff.

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There's basically like four or five parts to this. Number one is the LinkedIn

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stuff.

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So that's like, I do my generation with Alec for an hour and then we talk for

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30 minutes

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about whatever the goals of, you know, appointment, setting, and messaging are.

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What I have also

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started doing very aggressively is using my inbox to try to get on other people

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's podcasts

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in B2B rather than run my own show. And the reason that I think it, I don't,

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and I'll take

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any inbound podcast invitation, regardless of the size of it or whatever,

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because unless

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you just started yesterday, people have some amount of fans who listen to

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everything that

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they do. And like I was on Gear Hearts podcast, I've no idea how many people

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listen to everyone,

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but like, that's worth an hour. If it's 100 people, it's worth an hour. If it's

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50 people,

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it's worth an hour. If it's 500 people, it's worth five hours, probably, you

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know what

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I mean? It's, it's to get in front of people's super fans and have them listen

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to you. I

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believe it does this inbound, let outbound like half of the people who make it

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through

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the entire podcast are going to go to RBW.com and look at it. And then it just

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feeds the

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rest of the flywheel. So that's like part two. And I spending a lot of time on

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that.

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The goal was three to five per week. So the next thing I just started a

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newsletter and

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that came from basically Papalology talking to me about his newsletter and

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other people

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talking about their newsletter and how there's this idea that like, at least it

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's an own audience

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and like, you know, kind of like, it's another interesting. There's this idea

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that like no

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matter how big your LinkedIn post is, it barely reached anyone. So if you did a

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LinkedIn post

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and then sent a newsletter out with that LinkedIn post and said, there's a lot

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of activity in

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the comments the next day, it would send a whole new group of people to comment

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on it,

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which is like an interesting sort of growth loop. If you see something crushing

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, you could

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like pile on with a newsletter and LinkedIn would like it. I've started doing a

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live recorded

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virtual event because of Chris Walker. I was gloating about how I was so

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impressed by this

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feedback loop that working in public has provided with this brand new product

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that we

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have on every level on discovery. You know, I had a pricing theory, it was

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totally wrong.

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The way to solve it was 100% revealed to me through these incredibly detailed

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comments

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that people were spending like 10 and 15 minutes writing. And it just gave me

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vocabulary

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and understanding and like, you know, approach, whatever else. So I was glo

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ating to Chris Walker

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and Andy Mooborn about it. And Chris was like, LinkedIn is incredible. The

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feedback loop is

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super short. It is amazing. Nothing is better than this virtual event once a

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week that I

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do. He's like, I get 50 to 200 people on their live. And then I put it in my

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podcast stream

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and another 10,000 because he sends all of his LinkedIn traffic to podcast

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first, another

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10,000 download it on average every week. So I'm like, cool, I'll do one. And

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like Andy

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started doing one because he was in this chat to and I was on his the week

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before and he

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had like 500 people or whatever. And like, I promoted it twice in my newsletter

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and then

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invited a few people in LinkedIn. And based on what I could see, I was like, Oh

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, cool,

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there's like 150 people who've signed up. Maybe I'll get 20. You know, like

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based on

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or 30 or like maybe even 50 like Chris got just like based on what I'd heard

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people get

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on these events. Somehow 200 people showed up on zoom in 1100 showed up on

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LinkedIn live.

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So like all of a sudden, this is like this massive community building pillar

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for me,

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us, whatever. And then another one is just giving keynotes wherever I can at

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all these

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B2B events. Those are like the five pillars to this founder brand that

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continues to

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be dumbfounding, like the effect of it. It's like so many different pockets of

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it or like,

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like, and again, I say it every single time I start talking about it, I don't

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want everyone

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to start trying to go down this road. Like it is incredibly time intensive. It

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's the thing

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that I spend the most time and energy on the way I'm doing it. It's super

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expensive. The

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way Chris Walker is, it is not. But like, I don't know, I think we have the

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reach of like

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a low single digit unicorn B2B company right now. And authority, like between

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Santos and

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I as a result of all of this work, we have an awareness that is insane and it

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hasn't

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directly translated into revenue yet. But like, you're looking at it and you're

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like,

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I think this is going to like work really well. So yeah, five pillars of

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founder brand.

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