I’ve been thinking about the kind of content that actually leads to conversations, not just views. One answer keeps coming back.
You’re building something. That’s the content.
Not tactics. Not takes. Not trends. The journey. The lessons. The unrepeatable moments - the stuff only you can say because only you are living it.
This week, I spoke with a founder who’s been showing up online.
Posting consistently. Saying smart things. Playing the game.
But when we looked at what actually moved the needle - what got replies, intros, traction - it wasn’t the polished posts. It was the real ones.
The snapshot from mid-build.
The early battle scars.
The lived lessons.
Not the finished product.
The story behind it.
Once they started sharing honest stories - what they’re building, what’s actually working, where they’re experimenting - the right investors began reaching out. Not from viral posts, but from relevant ones.
Here’s the truth most people miss
You just need to do real things, then share that story.
Because if you’re building something real, you already have what most people are trying to fake.
A lot of feeds look perfect, polished, performed. Real builders know it’s a rollercoaster and that’s what makes it worth watching.
In a world where anyone can generate content, proof you’ve done the work is what breaks through.
This isn’t about volume. It’s about relevance. It’s about trust.
Not trying to sound like a thought leader.
Just being someone worth listening to.
That’s what gets remembered. That’s what sparks momentum.
So here’s your move this week
Skip the filler
Share something only you could write - a lesson you’re learning, a decision you’re wrestling with, a moment you’re proud of (or would rather forget).
If you post it, hit reply and send it my way. I’ll read it and, if helpful, share one idea to make it even more you.
That’s it for this week.
Keep building.
Alex