Every founder's 'why' falls into one of three archetypes—Problem, Insight, or Vision—each mapping to a distinct audience relationship (I identify with you, I trust you, I'd follow you) that requires different strategic choices.

While every founder's "why" is unique, they almost always fall into one of three categories, each mapping to a founder archetype that can help you define your comms strategy: The "Problem" founder: The person who started a company to solve their own problem. The "Insight" founder: The person who started a company to solve a problem only they saw. The "Vision" founder: The person who started a company because they imagined a better world. Lumping yourself into an archetype might seem like a counterintuitive way to build distinctive founder content, but the ways people connect with founders map to these three relationships: I identify with you, I trust you, I'd follow you. A unique story makes your content interesting, but your archetype determines which feeling it evokes in your audience, and cultivating the right one for your business requires different strategic choices.

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