I want to start by making something clear, and that’s that I don’t enjoy posting myself on the internet.
The advice I’m giving here (and that I give founders all of the time) isn’t coming from someone who enjoys this, because frankly I don’t. Lol.
I still get nervous recording myself, can feel cringe posting my own content, and sometimes still let that get in my head. But…
I do it anyway. Because at some point, I finally realized that…
My discomfort wasn’t more important than my business’s growth.
If you’re a founder, consultant, coach, or subject matter expert, yours isn’t either.
The Reality Most Business Owners Need to Accept
A lot of people still treat founder content like a nice bonus, but it’s simply not. In case you want receipts, here’s 18 stats that prove it.
A founder’s digital presence is becoming one of the most important competitive advantages a small business can have.
We’re no longer living in a world where information is scarce, because anyone can learn almost anything.
Google it, watch a YouTube video, ask AI, read articles…whatever the medium, information is everywhere.
Guess what isn’t, though?
Actual experience. Real expertise. Mistakes made and then corrected. Lessons learned from actually doing the work for years.
That’s all becoming harder to find, but I think it’s what people actually want to buy. They can do anything else themselves. But when they are ready to make a purchase, they want to go with a company that clearly knows what they are doing.
That’s why founder-led branding, presence, and content matters so much.
When you consistently show up and share what you know – the lessons you’ve learned, mistakes you’ve made, what you’ve seen work, what doesn’t – you’re giving people access to the thing that’s hardest to replicate.
Real, genuine expertise.
The Shift That Made Building My Personal Brand Easier
When I made the mental shift from…
“My personal content is cool if I get to it.”
To…
“This is an essential component to my business competing, winning, and growing.”
Everything got easier.
I stopped negotiating with myself, asking whether I felt like filming, or waiting until I felt confident.
I simply accepted that showing up was part of the job, and founders who embrace this and show up consistently will build trust, familiarity, and opportunities faster.
The sooner you accept that visibility is part of your job, the sooner you stop fighting it.
Nobody Is Thinking About You As Much As You
Nobody cares as much as you think they do. If you actually embrace this idea, you’ll experience serious freedom.
I’m not saying you’ll never feel cringe again or struggle to put your content out there, but it gets so much better.
Most people are far too busy worrying about themselves to spend much time worrying about your content.
And even if someone does think your video is awkward?
WHO CARES?!
Is protecting your ego more important than growing your company?
Is avoiding a few uncomfortable moments worth sacrificing visibility, trust, and opportunities?
You already know the answer.
Stop Saying You Don’t Have Time
“I don’t have time to create content.”
Maybe. But most people don’t have a time problem; they have a priority one.
One of the most powerful statements I heard when I was in college that has shaped so much of my personal and professional life:
People do what they want to do.
And it’s true. If you really want something, if it’s truly important, you’ll make it happen. If not, anything else is just an excuse.
Plus, you can create a surprising amount of content in just a couple of hours per week.
The issue isn’t the time investment, but that your digital presence still feels optional.
When something feels optional, it always gets pushed to the bottom of the list.
Make Content Easier On Yourself
One thing that helped me a ton was just eliminating the friction of starting.
Most of my videos are filmed in the same place at my desk with the same lighting, mic, and general setup, so I don’t have to think about it.
I want filming content to be as close to automatic as possible. The more steps involved, the less likely you’ll be to stay consistent.
Find a setup that works, then keep using it, over and over again. You can get more creative later.
Practice Before You Press Record
I feel like this might be the most underrated content tip I have.
Scripting takes a ton of time and almost always looks bad on camera. So instead of this method, I just spend a ton of time thinking about the subjects I want to focus on and talking about them – out loud – whenever I possibly can.
When I’m driving, walking, or doing things around the house, I’ll mentally work through ideas I want to talk about. I’ll explain concepts to myself, challenge my own opinions, and work through examples.
By the time I sit down to record, I’ve already had the conversation dozens of times in my head, and this helps content flow so much more naturally.
It’s not because I’m great on camera, but because I’ve already done the reps.
Get Yourself In The Right State
If you don’t feel good sitting down to film, it’s not going to get better when you hit record. So set yourself up for success. A few things I like to do:
- Take a walk
- Eat a small meal
- Have some caffeine
- Wear clothes/make up you feel really confident in
- Listen to a song that makes you feel happy/positive
It’s all about getting the energy up, because that shows up on camera whether you realize it or not.
The Truth About Getting Comfortable On Camera
There isn’t a secret or hack or even a moment where it suddenly feels natural, in my opinion.
You just get reps, and eventually, the thing that felt uncomfortable becomes normal, because you became focused on something bigger than the discomfort.
The Real Opportunity
Here’s what I think most founders are missing:
The most valuable asset in your business isn’t your logo, website, brand colors, or company content.
It’s your expertise, experience, and unique perspective.
It’s the years you’ve spent learning things that other people haven’t. The mistakes made that you built off of. The stuff you’ve seen work in real life and what hasn’t. This is where your real value lies and how you can differentiate yourself from your competitors.
But I still see so many founders hide behind their company logo while simultaneously wondering why they can’t break through. Spoiler alert: You look like everyone else, and you aren’t giving people a real reason to choose you.
The businesses that win over the next decade will be the ones willing to put real expertise, real experience, and real humans out front for their brands.
So if filming yourself feels cringe?
Good.
Do it anyway.
Because the discomfort is temporary.
The trust, visibility, and opportunities it creates for your business aren’t.
