What is the founder’s role in thought leadership?
As a founder, you set the tone for your business. It’s your vision, your mission and your commitment to the path you’re on that drives the company forward.
This applies not only to business operations and team motivation, but to your external persona as an expert in the market. Think of it this way: very few people want to hear from Company X with updates on its latest product launch. They want to hear from the people making it all happen with insights that could genuinely inform and inspire.
Your voice is your most powerful tool.
Why do thought leadership in the first place?
Every founder has seen something in the market that others haven’t; it’s your unique perceptions that allow you to spot the gaps. What this means is that you have an interesting story to tell, even if being in the spotlight doesn’t come naturally.
The objectives behind thought leadership campaigns can vary, but the value remains high. For Benjamin van der Meeren, Co-Founder and CEO of Growf, “it was about evidencing credibility in our industry and driving customer acquisition.” Recognising that customer buying habits have changed, Benjamin explains why he turned to thought leadership: “Buyers prefer to do their own research, so instead of just telling them about your product, you need to stay top of mind. When they’re ready to buy, they’ll come to you.”
Admittedly, writing thought leadership is rarely front of mind for founders, so for many it will take a conscious effort to start. Having reservations is commonplace, and something that Dan Bowyer, Partner and Co-Founder of SuperSeed battled with at the beginning.
“It’s a double-edged sword,” explains Dan. “My business partner pushed me to start writing because we don’t have the marketing budget of a company like Nike, so we needed a voice. At first, I was resistant because there are already so many men like me in venture capital making noise, and I didn’t want to add to that. However, I started writing and found two things: first, I enjoyed the process of writing to learn, and second, it actually worked.”
Dan Bowyer
Partner and Co-Founder of SuperSeed
“PR, having a voice, and getting out there matters - whether people love you, hate you or think you’re smart, it drives engagement. I’ve made hires, invested in teams and even had investors back my funds because of it.”
Unlock immeasurable value
The voice of a founder is invaluable. As Lauren Romanish, Founder and CEO of apo quickly realised, achieving the business mission “requires more than just technology; it demands conversation, education, and advocacy.”
“I frequently speak at industry events, where I discuss the intersection of innovation, healthcare, and accessibility. I also mentor early-stage founders, guest lecture at universities, and contribute to health tech discussions that push meaningful conversation forward. My focus isn’t just on what’s happening now, but where we need to be headed.”
Being a regular voice in the market is not only good for your business, but it can also provide the perfect platform to drive conversations around other passion projects. For instance, one of Lauren Romanish’s biggest passions is amplifying voices that don’t always get a seat at the table. “I know what it’s like to feel words such as ‘founder’ and ‘CEO’ weren’t meant for someone like me. That’s why I’m committed to supporting underrepresented entrepreneurs, particularly women and those who come from underserved environments, and ensuring the next generation of leaders knows they belong in this space.”
Benjamin van der Meeren added: “Don’t underestimate how powerful thought leadership can be – I truly believe it’s something every CEO and founder should be doing.”
See how climate tech firm Risilience has rapidly built brand awareness through compelling thought leadership
Some advice, founder to founder
For many founders, the hardest thing is having the confidence to take the leap. That’s why we’ve asked founders in our network to provide some top tips from their experience.
Practice and use templates if needed (Benjamin van der Meeren)
“Breaking posts into sections, introducing a problem, explaining its impact, and providing insights makes it easier.
“Writing an article might not come naturally to a lot of senior managers, but when you have a structure in place it becomes a lot easier to break down what it is you need to put down on paper. Also, focus on giving advice. Think about the problem you’re looking to address that your reader might be experiencing and give ideas on what can be tried to overcome it. That can be incredibly powerful.”
Have clear content pillars (Lauren Romanish)
“These are the core themes you consistently speak about.”
Timing is critical (Dan Bowyer)
“Founders should start when they have the bandwidth to integrate storytelling into their business strategy. Consistency matters, and building an audience takes time. Experiment with different formats – whether it’s LinkedIn, Substack, or media placements – and see what resonates.”
Consistency is crucial… (Lauren Romanish)
“…but it doesn’t mean showing up every single day just for the sake of it. It’s about having a clear, intentional presence in the conversations that matter. Ultimately, consistency isn’t about frequency, it’s about presence. Show up where it matters, contribute meaningfully, and over time, you’ll build a thought leadership voice that people genuinely trust.”
Be realistic about expectations (Dan Bowyer)
“One thought leadership piece won’t make you a superstar overnight. It’s a long game. Some founders I work with write a lot but never publish, while others find their voice publicly. If you’re writing to engage, motivate, inspire, or educate another person, and there’s something valuable in what you’re saying, then you will always find an audience. The key is to figure out what works best for you and your business, then stay consistent.”
Mix up your formats (Lauren Romanish)
“I recently pushed myself out of my comfort zone and did my first podcast interview. This was something I was nervous about but knew would help me grow. The key is to experiment, see what resonates, and lean into what feels both natural and impactful.”
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