We live in the age of the Celebrity CEO. Elon, Zuck, Bezos—their names are bigger than the companies they built. For a founder, this is seductive. Being the 'face' of the brand drives awareness and at
We live in the age of the Celebrity CEO. Elon, Zuck, Bezos—their names are bigger than the companies they built. For a founder, this is seductive. Being the 'face' of the brand drives awareness and attracts talent. But it creates a dangerous paradox: the stronger your personal brand, the harder it is for your company to scale without you.
The Asset Becomes a Liability
Investors call it 'Key Person Risk.' If your stock price drops 10% because you have the flu, you haven't built a business; you've built a cult of personality. The goal of a Founder Brand isn't fame; it's transferability. You must use your spotlight to illuminate the mission, not just yourself.
When to Step Forward
Step forward in moments of crisis. Step forward when articulating the 10-year vision. Step forward to recruit key executives. In these moments, your personal credibility is the currency.
When to Step Back
Step back from product launches. Step back from day-to-day operational wins. Let your team take the stage. If you are the only one quoted in press releases, you are failing to build bench strength. The ultimate test of a Founder Brand is whether the company can thrive when you are on vacation—or when you retire.
Build a brand that is bigger than your ego.
