Don’t miss the juicy freebies at the end that will help you unlock your founder story - so you can connect more deeply with your audience instead of feeling like you have to perform for the algo.

The person who got you here is not the person who’ll get you where you want to go.

This sentence has been so loud in my head lately I can barely hear anything else.

As founders, we obsess over the business identity:
vision, mission, OKRs, dashboards, plans on plans.

What we don’t obsess over is our own identity.
And it’s the one that silently rules everything:

• how visible we allow ourselves to be
• how boldly we sell
• how consistently we show up
• how we build trust at scale

Let me break the identity problem down in two minutes.

There are three types of founders reading this:

Whichever camp you’re in…
the next version of your business needs FOUNDER VISIBILITY.

Whether you like the idea or not, this is the lever that makes everything easier.

(Task: document the founders who are doing this best)

We all know the usual suspects — GaryVee, Steven Bartlett, etc.

I’m more interested in the women who built category-defining brands because they decided visibility wasn’t optional.

We’re starting this whole series with Grace Beverley — because she’s an absolute icon and built multiple eight-figure brands with a visibility-first mindset long before it was trendy.

TALA opened its second London store in Westfield the other week after opening their Carnaby Street one earlier this year.

It’s the anti-fast-fashion success story: sustainable, sexy, and self-aware enough to make us care about how we look in gym leggings and the planet.

This is real proof that purpose-driven brands can scale without selling out.

A line I journaled recently:

“If you’re not going to show up as the unapologetic version of yourself… why bother?”

I’ve been struggling for months. Now I’m not.
Here’s the shift.

Back in 2020–2022 my personal brand grew to 50k+.
I sold 1000s of digital products.
Every post felt effortless.
My nervous system? Not ready for that reach at all.

Fast-forward: I launched For Good Club, started building websites for purpose-led brands… and my visibility practically went mute.
Referrals kept me afloat, but they don’t build scalable demand.

If you want predictable sales, you need strangers to trust you fast.
And strangers only trust you when your identity, not your tactics, becomes magnetic.

That’s what changed for me.

People have finally started saying: “I love your content.”
Not because I changed the algorithm…
but because I changed how I see myself.

And that shift is identity.

And the results are backing it up already:

Instagram:
• Carousel 1 → 5K views (up from 1K)
• Carousel 2 → 2x usual reach

LinkedIn:
• Average 50+ likes per post compared to 10-12
• DM conversations increasing
• No direct sales yet (expected: no conversion content yet)

Newsletter:
• +10 new subscribers from the last 5 posts (compared to 0 in 50 posts) 

(This is the framework we’ve been using with clients for years — we finally applied it to ourselves.)

There are two storylines in every brand:

• your founder story
• your customer’s story

Where they overlap is where the visibility unlock happens. It helps you figure out how to say the thing only you can say

Ask yourself:

My example:
I’ve been embarrassed to talk about building a 50k audience or selling thousands of digital products.
Sounds so silly, right?
Yet that one piece of my story shapes why I’m good at what I do.

And I see this with founders all the time — Vogue PR features hidden away at the bottom of homepages, because “it feels too braggy.” (spoiler alert: it’s not)

Visibility without story = boring.
Story without visibility = no one knows you.
You need both.

You’ve heard versions of this sentence before.
But here’s the part most people skip:

Identity is not a goal.

It’s a character you step into and then perform until it becomes real.

I used to have an alter ego for this (taking inspo from the greatest at this - Beyonce), now this person is ME.

Questions you ask yourself:

• How does this founder wake up?
• What do they believe?
• What do they refuse to do?
• What do they repeat daily without needing motivation because they have a system?
• What legacy are they quietly building?

I’ve made a whole PowerPoint about this version of me.
I’m turning it into a coffee-table book.
Yes it sounds unhinged.
But also, I know the results won’t lie.

This is where most founders fall flat.

If your content feels bland, it’s because you’re repeating what’s become industry norms.

I’ve seen 10 different version of the same clean beauty brand and it’s not inspiring to anyone. 

POV questions to answer:

I’ve been deep in my own thought patterns this week, pulling fresh angles from client work, real numbers, lived experience.
Not in a “list all the pain points in a spreadsheet” way.
In a “this is what people need to hear from me” way.

We’ve turned all of this into a set of custom GPTs, some we’re sharing with you here. 

21 questions that decode your story and extract the emotional hooks you’ve never put into words.

Generates a full voice guide so your AI output stops sounding like everyone else’s.

And if you want my full PowerPoint template so you can create your own coffee table book.

📒 Reply to this email with COFFEE and I’ll send it to you.

If you take one thing from this newsletter, make it this:

Visibility is not a tactic. It’s an identity shift.

Once you change that, the content, the trust, the sales, all of it becomes easier.

You can’t build a founder-led brand without the founder part.

Next time we’re covering your offer, positioning and landing pages. 

Much love,

Kim 

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