Here's Why Your Marketing Team Should Be In "Founder Mode"

If you’ve ever built a company, you're probably addicted to that fast-paced, scrappy mindset where decisions are made on the fly, risks are taken, and everyone is wearing multiple hats.

It’s that type of energy that drives the early days of your startup. But as the company scales, structures get more rigid, processes slow down, and that hustle mentality can start to fade.

However, keeping a little bit of that mindset alive, especially in your marketing, can be a huge advantage.

The concept of "founder mode" has been gaining traction across the socials over the past few days, and a major reason is the conversations happening in the startup world around the experiences of successful founders like Brian Chesky of Airbnb.

A Little Background On How We Got Here

At a recent YC event in September 2024, Chesky delivered a talk that resonated deeply with fellow founders.

He shared how, as Airbnb grew, he was advised to shift to a more traditional management style—“hire good people and give them room to do their jobs.”

But this approach nearly derailed the company.

Instead, Chesky found success by leaning into a version of "founder mode," inspired in part by Steve Jobs’ leadership at Apple.

His story sparked a conversation among top founders, who realized they, too, had struggled with traditional management advice.

This led to a larger insight: the conventional wisdom about scaling businesses often doesn’t work for founders.

What most people are taught is how to run a company you didn’t create, but founders have a unique intuition and involvement that professional managers don’t. The result? A divide between "founder mode" and "manager mode."

The former focuses on hands-on, agile decision-making, while the latter prioritizes delegation and process. Founders who cling to the agility of founder mode often achieve far more than those who blindly follow traditional management advice.

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So WTF is "Founder Mode?"

At it's core, "founder mode" is about staying close to your customers, iterating rapidly, and taking calculated risks to drive growth. Many successful companies have realized that scaling doesn’t have to mean leaving founder mode behind. In fact, it can be a secret weapon.

Why Founder Mode is a Secret Weapon for Growing Businesses

When it comes to marketing, staying in founder mode can give you a competitive edge. Here’s why:

1. Speed Matters More Than Ever. In founder mode, decisions are made fast, and that’s a good thing. Speed allows you to react to trends, test new ideas, and pivot quickly when needed. Think about marketing campaigns that went viral because they were perfectly timed. Could they have happened if buried under layers of approval? Likely not. Founder mode keeps your marketing team moving as fast as culture does, ensuring you remain relevant and top-of-mind.

2. Innovation Comes From Constraints. The absence of massive budgets and resources often leads to some of the most creative solutions. In founder mode, you’re forced to think outside the box and find innovative ways to reach your audience. This resourceful mindset, even as your business grows, keeps your marketing fresh and impactful.

3. You Stay Close to the Customer. In the early days, founders are deeply connected to their customers. This direct relationship drives customer-centric decisions, which can easily get lost as companies scale. Founder mode ensures that your marketing remains customer-focused, not just data-driven. It keeps your campaigns aligned with what your audience truly needs and feels, building a stronger connection.

4. Risks Lead to Big Wins. Founder mode encourages taking risks, and in marketing, bold moves often lead to breakthrough results. As companies grow, it’s tempting to play it safe, but the most successful marketing strategies are often the ones that dare to push boundaries. Taking calculated risks can set your brand apart in a crowded market.

5. Passion Fuels Authenticity. In founder mode, you’re invested in every part of the business, and that passion translates into authentic, engaging marketing. When your team is deeply connected to the mission, it creates campaigns that resonate on a deeper level with your audience. Passion leads to authenticity, and authenticity builds trust.

6. Flexibility is a Key Advantage. Founder mode thrives on flexibility. If something isn’t working, you pivot. There’s no waiting for quarterly reviews—you adapt in real-time. In fast-moving industries, this ability to adjust quickly is essential for staying ahead of the competition.

How to Keep Founder Mode Alive

So, how do you maintain founder mode, even as your business scales? Here are some tips:

• Empower quick decision-making. Let your marketing team move fast without needing multiple layers of approval. Speed matters.
• Encourage experimentation. Give your team the freedom to try bold, new ideas. Failure is part of the process, as long as you’re learning and iterating.
• Stay close to your customers. Keep listening to your audience and let that inform your marketing strategy. Direct feedback is invaluable.
• Keep the passion alive. Make sure your team feels invested in the company’s mission. When they care, they bring founder-level energy to everything they do.

Let's Wrap It Up

Founder mode isn’t just a startup mindset—it’s a powerful approach that can help your marketing team stay agile, innovative, and deeply connected to your customers, even as your business scales.

The recent insights from founders like Brian Chesky are a reminder that, by embracing the speed, creativity, and passion of the early days, you can continue driving growth and differentiation.

Founder mode might just be the secret weapon that sets your business apart.

So, keep a little founder mode alive, and see what happens.