# Do founders need to be storytellers?

By [Doug Lane](https://paragraph.com/@axalane) · 2022-03-30

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I recently finished reading ["Founder Brand"](https://www.amazon.com/Founder-Brand-Story-Competitive-Advantage-ebook/dp/B09PMHFJLK/) by Dave Gerhardt. It's a fast and interesting read that's worth checking out.

The general premise is that the best way for a startup to get attention – especially while the product is still taking shape – is to make the founder's ideas and personal brand the focal point and go direct to your audience through channels like social media and podcasts.

I love the idea of replacing outdated B2B marketing rituals with a more human approach. I also think it's a great way to build buzz during the early days without resorting to pitching vaporware.

But the idea of making the story too much about one person resonates with me less. If you have (or if you are) a founder who was born to operate in this way, by all means, use that to your advantage. But I've also met many highly effective founders who aren't well-suited to this role.

In my mind, these concepts become even more powerful when you make them part of your broader culture and empower people to lean into their strengths.

\-Doug​

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*Originally published on [Doug Lane](https://paragraph.com/@axalane/do-founders-need-to-be-storytellers)*