About
Welcome to The Founder Brand. It’s written by me, Finn Thormeier.
I work with SaaS and AI founders to help them grow faster on LinkedIn, build a stronger founder brand, and drive more revenue from it. Here, I share everything I learn from doing this work, building my own brand on LinkedIn, advising clients, and interviewing founders.
Why I have the audacity to teach this stuff:
Grew my LinkedIn to 43,000 followers
Which to date has generated about $3.2m in revenue for myself
Built a LinkedIn agency (Project 33) to 7 people and $100k/month, where we worked with over 80 B2B tech companies
Closed the agency to advise founders and make the same amount of money with no employees. I’ve now advised over 30 founders on how to grow on LinkedIn, including the CEO of a publicly-traded cybersecurity company
I run the biggest podcast and newsletter in this space (founderbrand.org)
I’ve interviewed over 150 of the biggest founder brands about their approach, including Jason Fried, DHH, Henry Schuck, Dave Gerhardt, Guillaume Moubeche, Adam Robinson
Got invited to speak on stages about this stuff, eg. at Nathan Latka’s SaaSOpen
My POV on founder brand:
I believe building your founder brand is one of the highest leverage things you can do as a founder. It personally changed my life. If done right, it makes you millions, helps you attract A-players, gets you exposed to opportunities you would otherwise never have access to, and it becomes a moat for your company that keeps compounding the longer you do it.
And if you’re in B2B and sell large deals into senior decision-makers, the #1 channel you need to figure out is LinkedIn. But LinkedIn has become super saturated and noisy. OpenAI and Anthropic made it infinitely cheap and easy for anyone to create content. There is no playbook or template that just works out of the box anymore.
So strategy actually matters again. You need to have a unique POV, find the angles and formats that work for you, understand the mechanics of high-performing content, lean into your personality, not overuse AI, and build a system that allows you to operationalize all this in a way that’s tailored to your goals and constraints.
That’s what I help founders with.
More about Finn
I’m 30, grew up in Bremen, Germany, studied Physics & Philosophy in university for 3 semesters, dropped out because I was doing it for other people, flew to New York with no plans, documented the journey on social media, and started my first company (Project 33) on the back of having grown a small audience on Instagram, Youtube and LinkedIn.
In my free time, which I try to have as much as possible of, I read (fav author: Nassim N. Taleb), write, run, lift, vibe code (currently building an app), cook, make Youtube videos, grapple (BJJ), and travel (lived in NYC, Cape Town, Bali, Minsk, CMDX, Lima & Antalya so far). In December 2020, I married the most beautiful woman in the world. In January 2023, I became dad to the most beautiful baby girl. We currently live in Berlin, Germany.
Interested in working with me? Learn more at Thormeier.co.
