Founders, You Only Need to Be an Expert in Your Own Product!

Unsure what to post on social media as a founder? Avoid the pressure to comment on industry trends or give your hot take on the latest tech chit-chat. Instead, focus on your product or service, the solution you’ve built and know inside-out. By sharing authentic insights about how it works and the value it brings, you can create meaningful content that your audience appreciates.

Hey, founders, let’s put this to bed. You only need to be an expert in one thing: the product or solution you’ve built. And I’m saying this because every founder we’ve worked with has asked the same question: What should I talk about online? They wonder if they need to weigh in on industry trends, controversial takes, or just the general “what’s hot” in tech.

I guess I'm also writing this because I know the feeling of imposter syndrome and tall poppy syndrome - the constant internal debate about what, when, and why to post online. It feels like we have to do it because society expects it. This pressure seeps into all parts of life but hits especially hard when you’ve built something you want people to use and care about. It often pushes us toward inauthenticity, posting what we think we should rather than what we truly feel confident sharing.

So, here’s the short sermon: You only need to talk about the one thing you truly know inside and out: your own product.

Think about it. How many things in life are you genuinely an expert in? No offense, but probably not many. But the business you’ve grown from scratch, the solution you’ve designed, the product you’ve invested years building? That’s your expertise. And that’s what’s worth sharing.

We all know there's a lot of noise out there. Too much. If you’re just adding another opinion to the echo chamber, you end up sounding like every other viral wannabe… Some fictional examples to illustrate…

If you want to have a voice on social media (and there are plenty of good reasons to do so) you only need to be a thought leader in your own product. That’s where your insights are strongest and most valuable. You don’t need to weigh in on anyone else’s product, hiring practices, or business structure. Just because it’s 2024 and LinkedIn is overflowing with hot takes doesn’t mean you need to add yours to the pile.

Focus on your product, what it does, how it helps, the new updates, the design changes you’re excited about, or even the recent demo you put together.

These are the things that matter and, more importantly, the things you know best. When you talk about them, your content is authentic, thoughtful, and accurate - qualities that will make you stand out far more than an opinion piece that your heart isn’t really in.

Also, you don’t have to give people a play-by-play of your entire business or personal journey. It’s easy to feel like you need to spill every up and down, every success, and every mistake, but there’s no rulebook saying you must. And there’s really nothing you can say that will universally help everyone. If you want to give people a behind-the-scenes view, great. But don’t feel pressured to share every step. Just focus on your thing and how it helps.

That’s the message that matters because that’s where you truly are the expert.