Your expertise.
Your voice.
Heard by buyers.

Founder positioning and LinkedIn thought leadership for B2B SaaS. Turn the lessons, opinions and stories in your head into content the right people recognise.

Get known for what you know
Founder brand / turn experience into a point of view
Founder contentPlan · Publish · Learn
Content performance
Impressions38k
Comments126
Profile visits842
JWJonas WeberCo-founder, Fernway

The cheapest leads
cost the most.

Paid search filled the CRM for two years.
Here is what actually moved pipeline.

♡ 286 reactions42 comments

The problem

Plenty to say.
No time to say it well.

  • A profile that reads like a CV.Where you worked, not what you know.
  • Posts that sound like everyone.Generic advice flattens real experience.
  • A busy week, a silent month.Good ideas stay in notes.
LinkedIn profileFounder
JW
Jonas WeberCo-founder, Fernway | SaaS | Growth | Leadership
Posting activity, last 12 weeks
12 weeks agoToday
Days since last post41
Posts this quarter4
Drafts in notes12

The solution

From your experience
to your point of view.

One interview a week becomes two posts in your voice.

Positioning briefSigned off
Known forDemand gen for early-stage SaaS.
PillarPipeline before brandWhy cheap leads cost the most
PillarThe first marketing hireWhat to hand over, and what to keep
PillarFounder-led contentWhat 100 posts taught about buyers
01

Decide what to be known for

Three pillars where your experience is hard to copy.

InterviewTranscript
JWFounder interview30 min
  • 04:12

    Every channel looked great in its own dashboard.

  • 11:40

    At 40 customers, LinkedIn drove half the pipeline and a tenth of the leads.

  • 18:05

    Moving the budget took two quarters and one hard board meeting.

3 post ideas pulled from one conversation
02

Capture original material

A 30-minute interview beats a blank page.

DraftIn review
JW
Jonas WeberDraft 2 · in review

The cheapest leads cost the most.

Paid search filled the CRM for two years. At 40 customers the pipeline numbers finally showed up.

Here is what changed when the budget moved to LinkedIn.

ED

EditorLead with the number. Cut the second line.

JW

JonasApproved. Ship Tuesday.

03

Write in your voice

Edited drafts. You approve every word.

Content calendarNext 3 weeks
MonTueWedThuFriW1Cheap leads storyBoard metricsW2Discovery callsLinkedIn vs searchW3First marketing hirePipeline lesson
Next upCheap leads storyTue, 8:30 AM
Best posts by relevant comments
Discount trap64
First 10 customers46
Board deck lessons31
04

Publish and learn

Two posts a week, judged on the right comments.

Founder report6 months
Relevant comments412from 38
Buyer conversations17from 1
Posts522 a week
Followers from target accounts6 months
Month 1Month 3Month 6
Recent messages
M
VP Marketing, Meridian

The cheap leads post is exactly the problem right now.

O
CMO, Orbit Labs

Open to a call next week?

K
Founder, Keystone

How did the board take it?

The benefits

Recognised for
what you know.

  • A voice people recognise.One perspective, rooted in real experience.
  • Attention from the right people.Better comments, not bigger numbers.
  • A cadence that holds.One interview a week keeps you showing up.

Results depend on your market, voice and consistency. Outcomes are not guaranteed.

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