Why Customers Love Founder-Led Marketing (and Why You Should Too)

Founder-led marketing is reshaping how brands connect with customers. Rather than presenting a polished image, founders now invite people into the ups and downs of building a business, which creates a stronger connection than traditional advertising. By openly sharing challenges and wins, founders let customers feel involved, creating an invested community that believes in the brand’s journey.

Take Cassey Ho, founder of Blogilates and POPFLEX, as an example. With over 19 million followers across social platforms, she’s mastered the art of involving her audience in every step of her design process. Her "design with me" series lets fans vote on fabric, cuts, and colors, creating a sense of ownership. This two-way conversation builds more than loyalty; it turns her customers into active participants who feel their opinions matter. Ho’s approach highlights how being transparent can elevate a brand’s appeal, showing customers that their voices shape the products they buy.

Similarly, Nadya Okamoto, founder of August, uses social media to share her journey in the menstrual care industry. She describes the highs and lows of entrepreneurship, providing an unfiltered look at her experiences. This openness has drawn over 5 million followers who value her honesty, making them loyal supporters of her brand. Okamoto’s transparency doesn’t just create fans; it builds a community that trusts her and her mission.

Founders like Jean Luo, co-founder of Sisters Matcha, have also harnessed founder-led marketing to build stronger connections with customers. By sharing behind-the-scenes moments on LinkedIn and Instagram, Jean engages with an audience that includes potential investors and industry peers. Her posts are not only aimed at selling products but also at sharing her journey as an entrepreneur, which strengthens customer loyalty and builds credibility with those interested in supporting her brand. The added value of showcasing the process on LinkedIn allows for broader reach, attracting followers who appreciate seeing the inner workings of a brand.

Founder-led marketing, however, isn’t without its challenges. Opening up means being vulnerable to public scrutiny, criticism, and even competitors copying ideas. Nadya Okamoto emphasizes that “building in public means every success and setback is visible,” which can add pressure. Ho, too, has seen her designs copied by fast-fashion brands, a risk that comes with sharing creative processes online. While these challenges are real, founders agree that the community they build through transparency is worth it.

Eric Wei, co-founder of Karat, takes founder-led marketing in a different direction. Rather than focusing on product feedback alone, Wei organizes community events, like casual pickleball meetups, to foster real connections with creators. These informal gatherings allow him to gain insight into the needs of his community, without formal interviews or surveys. Instead of paid research participants, he gathers genuine feedback from attendees who return for the sense of belonging. Wei’s approach underscores that founder-led marketing can extend beyond online storytelling into real-world community building.

So, how can founders new to this strategy get started? Building in public doesn’t need a big budget or huge following. It starts with sharing authentic stories—successes, setbacks, and decisions—on platforms where your audience already engages. Cassey Ho regularly polls her Instagram followers, asking for their thoughts on new designs and going back to make changes if the feedback suggests it. By listening and responding, she creates a brand experience that makes her audience feel valued.

Founder-led marketing aligns perfectly with the values of today’s consumers, who want more than just products; they want brands they can believe in. When founders build openly, they invite customers into their stories, making them part of the brand’s identity. While it can be challenging, this approach creates a loyal community that stands by the brand through every high and low.

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Source: Forbes