Ken Guient

One of our best clients owns an accounting firm. Posted for months without seeing a single client. He posted whenever he could find time. No real system. Very inconsistent. Just content here and there between running his business. He valued building a personal brand but running a firm left no room for it. We changed that. We interviewed him. Pulled his expertise out through conversation. Turned that into consistent content on X. We took out the guesswork and provided content that reflected his authority and personality. One outcome was that he gained new followers who were more in line with his ICP. He also started signing new clients who told him they found him on X and reached out because his content was helpful. A veterinary practice. A consultant quitting his W2 to start a consultancy. Real businesses that needed his services. One of them had been following him and lurking for months before ever reaching out. Never commented or engaged with the content. Just watched. Then one day sent a DM and became a client. That's the part most founders don't think about when they think about personal branding. People who watch without engaging are often the ones closest to buying.

@AugustusDelano If it were table tennis I'd def take you up.

Would pay to have a tennis partner this summer. Miss playing so much

One of our best clients owns an accounting firm. Posted for months without seeing a single client. He posted whenever he could find time. No real system. Very inconsistent. Just content here and there between running his business. He valued building a personal brand but running a firm left no room for it. We changed that. We interviewed him. Pulled his expertise out through conversation. Turned that into consistent content on X. We took out the guesswork and provided content that reflected his authority and personality. One outcome was that he gained new followers who were more in line with his ICP. He also started signing new clients who told him they found him on X and reached out because his content was helpful. A veterinary practice. A consultant quitting his W2 to start a consultancy. Real businesses that needed his services. One of them had been following him and lurking for months before ever reaching out. Never commented or engaged with the content. Just watched. Then one day sent a DM and became a client. That's the part most founders don't think about when they think about personal branding. People who watch without engaging are often the ones closest to buying.

Everything you write sends a signal to your audience. A signal about what you solve. A signal about who you serve. A signal about how you work. Your audience watches for signals that show you understand their world. Give them enough to know you’re the person to talk to.

We know that optimizing for impressions trains the algorithm to show your content to more people like the ones already engaging. What no one ever talks about is that if the people already engaging aren't buyers, the algorithm sends you further from your pipeline every time you post. Reach compounds in whatever direction you point it. The direction is set by who the content was built for in the first place.

@justnblock People building and improving daily will always impress me.

Don’t be impressed by money. It’s a lot easier to look wealthy than it is to be wealthy.

The only types of books I read.

@dragosroua For sure. The key is taking time. A great brand isn't built in an instant.

@KenGuient key part: “… and build trust over time”. The odds of capturing some intents with the right content at the right time are close to winning the lottery. Educating, growing, supporting, all these take in time. But they’re guaranteed to convert.

I think a lot of founders confuse content with authority. Posting every day while chasing reach is content. You're just talking to everyone hoping someone converts. Authority is when you speak to one niche, own a system they care about, and build trust over time. Both can get you views. But only one turns into revenue.

@MiniRetireMatt Definitely Matt! Great adds

@KenGuient And post content about what you learn, know, and applied.

We'll run your entire X and LinkedIn system: - Content - Engagement - DMs/Lead Generation You only pay when you get clients: founderbrands.io/ken-schedule

Change is inevitable. Growth is intentional.

@justnblock You got this

Writing a book and starting multiple companies at the same time was probably not my best idea… But F it…we ball

3 skills you need to learn if you want to build an engaging audience: 1. Networking 2. Storytelling 3. Branding It's that simple.

@profithuntercfo True. Making it a direction makes it a choice.

@KenGuient most people experience change, but only a few actually turn it into direction.

@Ananyaa_VA Exactly. Who doesn't want to grow

@KenGuient growth means you actually chose it!

@MiniRetireMatt For sure. That difference is everything.

@KenGuient It's important to understand the nuance and distinction.

Timeblocking + Anti-distraction tools have been a lifesaver this past year. Can't recommend enough.

@JacobCEdmunds Articles have been putting in work

Somehow managed to get BME and still receive a payout 😂 I’ll take it

@thepatwalls Yeah, I'm seeing this pivot with conversations I've been having. The AI + Service seems to be where things are heading. Hopefully, you do some Start Story interviews with those founders.

B2B software is not a great model right now. And I predict a small shift towards services/agency model (in B2B). Just talked to a founder who proved it. For 2+ years, he spent $100k building an AI SaaS and only made $150,000. His margins evaporated into paid ads & compute costs. So he killed the saas and pivoted to a services model. $1-2k per month per client for [redacted] services. He's doing $1M/year now (and got there quickly). His margins? 70%!! Because most of the agency work it's not being done by humans, but rather AI agents and automations. Meanwhile a lot of SaaS founders I talk to are reinvesting everything back into the business in the name of growth, and are lucky to be seeing even 30% margins!! Also: - SaaS multiples are in the toilet. - And DIY tools like Claude Code quietly killing growth This is just something I noticed as I talk to founders all day. This is mostly anecdotal, but I'm seeing less fast growing B2B saas products lately and more consumer apps and agency/services businesses crushing it.