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Brian Hastie

Views, likes and comments don’t tell the whole story when it comes to founders' most “successful” content. Hear why now:

Helping busy CEOs create all their short-form content from a monthly 1 hr interview. -> Demandii.com + podcaster and writer about all things tech and pop culture

Everyone digests information in different ways. That’s why over-indexing on one type of content can be a mistake for founders creating a personal brand:

I was in the middle of a content creation session with a SaaS founder. We were looking over his metrics. His image post impressions were higher than his video ones.

“Why should we bother with videos?” he asked. 
“Images clearly do better, man. We should just lean into that and forget everything else.”

Sure, the data suggested it would be a good idea.

But views, comments and likes aren’t the only indicator that their content was working.

There’s also the human aspect.

So I asked him this:
“When you get on calls with prospects, what do they bring up?”

He thought for a moment and said:
“They tell me they saw my videos on LinkedIn.”

Here’s the actual insight:
Impressions don’t equal impact.

Don’t drop a type of content from your rotation just because the numbers look low.

Only drop it if your customers never bring it up.

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Most marketing advisors will tell you to "humanize" your brand by following viral trends and create content around that.

They want you to be the dancing bear.

They tell you to point at text bubbles, jump into TikTok dances, and use trending audio to "hack" the algorithm.

This is the fastest way to kill your authority.

At Demandii, I work with talented founders and CEOs who spend their lives speaking on major stages. They are brilliant, technical, and respected in their field. Then they get online and try to become entertainers.

The result? A massive "authority gap."

When a prospect sees you on a stage giving a keynote, then sees you online doing a viral dance, the continuity is broken. They don't think you are relatable. They think you are desperate for attention.

Stop trying to be an entertainer. Start being an operator.

Great founder-led content is just a Micro-TED Talk. It is a 60-second window into your methodology.

I have seen this play out dozens of times. The founders who win do not have the most views. They have the most "earned perspective." They show up in the feed exactly how they show up on stage.

If it does not convert, it is just noise.

The ideal content strategy for founders isn’t just about consistency in posting. It’s also about knowing when to go broad vs. niche with your pieces.

Evergreen vs. topical content: Which type should founders be creating for their personal brand?

How can founders get their new enterprise reps to close deals faster?

I've spoken to many owners who realize that their "Founder’s Brain" is the bottleneck that stops their best insights from reaching the new hires who need them most.

Luckily, slashing ramp-up time is simple if you know where to start. And unlike traditional sales trainers, this won’t cost you $50,000 in consulting fees.

Instead, use this dead-simple Content-to-Onboarding Flywheel for faster revenue.

Step 1: Record and transcribe
Capture every video, podcast, or internal briefing where you explain the "why" behind your product. 
Use a tool like Otter or Descript to turn these into searchable text so your team can study the exact phrasing that resonates with a C-suite buyer. 
Tip: Don't overthink the production quality; the raw insight is more valuable to a new hire than a polished studio video.

Step 2: Create "Verbal Brand" Scripts
Take those transcriptions and highlight the specific metaphors or analogies you use to simplify complex enterprise problems. 
Give these to your new reps and tell them to "make them their own" while keeping the core logic intact. 
Mistake to avoid: Do not force them to memorize a rigid script word-for-word, as they will sound like a robot during high-stakes negotiations.

Step 3: Deploy for Continuity
Share these content-based scripts across Sales, Marketing, and Customer Success to ensure the promise made in the first meeting matches the delivery in the final one. 
When everyone uses the same "verbal brand," the buyer feels a sense of security that your company actually knows what it's doing. 
Quick example: If your CEO calls your security feature "The Digital Moat" in a video, every rep and account manager should use that exact phrase.

The big benefit is that your new hires will sound like 10-year veterans in their very first week.

We saw this work wonders at Demandii. Originally, our founder Matt was the only one who could explain our unique edge to prospects. 

We started transcribing his videos and handing them to the team as playbooks for our verbal brand

Now, our entire team speaks with the same voice, ensuring that what Matt promises during a sales call is exactly what we deliver when we work with a client. 

It turned our employee onboarding process from a game of "telephone" into a repeatable system for happy customers.

Founders: Want your content to hit the right audience? Then there’s two things you need to do to make that happen:

Founders and CEOs: Feel like your content isn’t connecting with your audience? It may not actually be a messaging problem. Find out what you should do about this:

Founders: Virality is a vanity metric that’s costing you enterprise deals.

Your marketing team is happy because the "engagement" graph is up. The emojis are flowing. The comments are "Great post!" 

But... your CRM is silent.

Your pipeline's not moving.

Your prospects aren't advancing.

Here is the hard truth: 
Exciting content attracts the masses. Relevant content attracts the buyer.

In the Mid-Market and Enterprise world, your prospect isn't looking for a "quick cut" video or a "B-roll explosion." They are looking for a reason to trust you with a six-figure problem.

When you chase virality, you aren't building authority. 

You’re building a circus.

The shift (based on having worked with dozens of founders and CEOs who have been able to close more sales with their content): Stop trying to be "interesting" to everyone. Start being indispensable to the person who can actually sign the check.

The "boring" truth: Consistency in your methodology beats a one-hit-wonder viral video every time.

If your content is getting likes but no discovery calls, it’s time to audit the intent.

If founders approached growing their audience on LinkedIn with the same focus they bring to product, they’d see movement fast. (It's hard to hear... but true.)

Many founders post and hope the right people notice.
That isn’t distribution, though. 

It’s just a fancy way of guessing if what you're saying will hit.

Most people on LinkedIn aren’t actually connected to their ideal buyers.

They’re connected to colleagues, peers, friends, family.

Some guy they met at a conference like 10 years ago.

Maybe an old classmate they hadn’t thought of since adding them in 2017.

LinkedIn's algorithm is simple.
It shows your content to your first connections first.

So being connected to prospective buyers is the gateway to getting better content/audience fit.

If you’re serious about founder-led content, do this:

Set aside ten minutes a day.
Add twenty people who fit your buyer profile.
CEOs. RevOps leads. Sales directors. HR founders. Whoever you sell to.

Do it every day, not only when you feel like it.

(You also have to pair this with LinkedIn ads to guarantee an audience, but that’s a discussion for another day…)

After a month, you’ll notice the people in your feed change along with the conversations you attract.

This is one of the simplest ways to grow here.

Founders: Here’s why your LinkedIn content shouldn’t just live and die on the platform (and how to get more out of each asset you create):

Unbiased

Lead Software Engineer

Deliver.ru

Joining Startup Deliver as a FullStack Engineer, I embarked on an exhilarating journey in the road transport and logistics domain, leveraging the power of Google Cloud to drive innovation. As part of a dedicated team, I played a vital role in elevating the product from a mere "demo" to a thriving business that continues to flourish today.

Key Responsibilities:
- Collaborated with a close-knit group of colleagues to develop and maintain a robust product for road transport and logistics.
- Utilized Laravel extensively, transitioning from version 4.x to the more advanced 5.x, to build scalable and efficient solutions.
- Embraced Gitlab and Docker for streamlined automation, optimizing development workflows and deployment processes.

Key Achievements:
- Transformed the product from a prototype to a fully functional and market-ready solution, contributing to the success of the startup.
- Implemented and maintained a substantial portion of the codebase, which remains in active use and continues to support the business today.
- Demonstrated unwavering enthusiasm and expertise, driving the team towards excellence and fostering a culture of innovation.

Technologies Used:
Laravel (4.x, 5.x), Google Cloud Platform (GCP), Gitlab, Docker, Vue.js

My time at Deliver as a FullStack Engineer allowed me to make a lasting impact by co-creating and maintaining a successful product that thrives in the road transport and logistics industry. Through the strategic utilization of cutting-edge technologies, we built a sustainable business that continues to thrive and make a difference today.

Web developer

Norter development

As the Software Engineer at FlyMeango, I spearheaded the development of a cutting-edge flight search engine, revolutionizing the way travelers find and book their flights. FlyMeango emerged as a formidable alternative to established platforms like Booking.com and Skyscanner, providing users with a seamless and efficient flight search experience.

Key Responsibilities:
- Led a skilled team of developers, overseeing the entire development lifecycle of FlyMeango from ideation to implementation.
- Collaborated closely with product managers and stakeholders to define project goals, prioritize features, and set ambitious milestones.
- Designed and implemented robust algorithms and search functionalities, enabling users to access real-time flight information and competitive prices.
- Ensured the scalability and performance of the platform to accommodate increasing user traffic while maintaining a smooth user experience.

Achievements:
- Successfully launched FlyMeango, gaining significant traction and rapidly expanding the user base within a short timeframe.
- Pioneered innovative features that set FlyMeango apart from competitors, resulting in positive reviews and user satisfaction.

Senior Web Developer

At Touristic Company, I held a key position as a dedicated Web Developer responsible for designing and maintaining the company's web page. Additionally, I was part of a collaborative team of three members, where we embarked on an exciting project to develop a social network catering to the needs of travelers worldwide, which can be accessed at http://ukazatel.ru/.

Key Responsibilities:
- Conceptualized, designed, and implemented the company's web page, creating an engaging online platform to showcase services and attract potential customers.
- Collaborated closely with the team to develop and fine-tune the social network for travelers, catering to their specific interests and travel experiences.
- Ensured seamless functionality and responsiveness of the social network across various devices and browsers, enhancing user experiences.
- Conducted regular maintenance and updates to the touristic company's website, guaranteeing accurate and up-to-date information for visitors.

Achievements:
- Successfully launched the touristic company's website, contributing to increased online visibility and attracting a broader audience of potential customers.
- Played a pivotal role in the development of the social network for travelers, creating a user-friendly platform that gained traction and positive feedback from users.
- Fostered a collaborative environment within the small team, resulting in efficient project management and smooth execution of tasks.

Qodoo

As a co-founder of Qodoo Web Studio, I played a pivotal role in establishing and leading a dynamic web development venture alongside my friend. Together, we successfully designed and developed professional websites that catered to diverse clients' needs.

Key Responsibilities:
- Spearheaded the design and frontend development of websites, ensuring intuitive user experiences and visually appealing interfaces.
- Collaborated closely with clients to understand their requirements, translating their visions into tangible digital solutions.
- Led the coordination of project timelines, milestones, and deliverables, ensuring on-time and high-quality project delivery.
- Utilized my strong communication skills to build and maintain strong client relationships, earning a reputation for exceptional customer service.

Web Studio Co-Founder and Frontend Developer

Lead Software Engineer | Advocate for Work-Life Balance and Efficiency | Passionate about Blockchain & Cybersecurity

Hey, I'm an accomplished Team Lead Engineer specializing in web development with a passion for blockchain and cybersecurity. From childhood, I immersed myself in technology, creating my first website in 2006. I thrive on turning ideas into real working projects and leading teams to success. With an open-minded approach and strong soft skills, I foster collaboration and effective communication, enabling seamless teamwork.
Balancing my career with personal well-being is paramount to me. Meditation has become an integral part of my routine, supporting my journey of personal growth and maintaining a clear and focused mindset.

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