Why Most Founder Content Sounds the Same (And How to Fix It)

Open LinkedIn right now. Scroll for 30 seconds.

You’ll see:

• “I was rejected 47 times before I got my first yes. Here’s what I learned…”
• “We hit $1M ARR. But here’s the truth no one talks about…”
• “I fired my best friend. It was the hardest decision I ever made…”

Every post follows the same formula:

1. Hook with drama or numbers
2. Build tension
3. Reveal the “unexpected” lesson
4. End with inspiration

It’s not bad advice. It works. That’s the problem.

The Template Trap

When everyone follows the same playbook, everyone sounds the same. And when everyone sounds the same, no one stands out.

Here’s what happened:

1. Some founders wrote authentically and got engagement
2. “Experts” reverse-engineered their posts into templates
3. Everyone started using the templates
4. The authenticity that made it work… disappeared

Now we have thousands of founders writing “vulnerable” posts that feel manufactured. Sharing “lessons” that sound like they came from a content mill. Being “authentic” in the exact same way as everyone else.

What Actually Makes Content Good

The best founder content isn’t following a formula. It’s doing the opposite:

1. Specific > Universal

Bad: “Hiring is hard. Here are 5 tips.” Good: “We interviewed 47 people for our first sales hire. 46 of them couldn’t explain what we do after reading our website. That’s how I knew our messaging was broken.”

The specific story is more interesting AND more useful than generic advice.

2. Observation > Lesson

Bad: “I learned that persistence pays off.” Good: “Noticed something weird - our best customers always ask about our refund policy before buying. Not because they plan to refund, but because they want to know we’re confident in our product.”

Observations invite curiosity. Lessons feel like lectures.

3. Questions > Answers

Bad: “Here’s how to price your product.” Good: “We raised prices 40% and lost zero customers. Now I’m wondering if we should have raised them more. How do you know when you’ve hit the ceiling?”

Questions create conversations. Answers create… nothing.

4. Your Voice > Best Practices

This is the big one.

“Best practices” are just other people’s voices averaged together. When you follow them, you sound like the average of everyone else.

Your actual voice - the way you talk to friends, explain things in meetings, rant about problems - that’s what makes you different.

The Real Problem

Most founders don’t post their real voice because:

1. It feels too casual - “I can’t just write how I talk”
2. They’re too busy - Writing “properly” takes time they don’t have
3. They second-guess themselves - “Is this too weird? Too niche? Too honest?”

So they default to templates. Templates are safe. Templates are fast. Templates are… forgettable.

The Fix

Here’s what we’ve found works:

Capture, don’t create. The best content comes from conversations you’re already having. Record yourself explaining something to a customer. Save that rant you sent in Slack. Screenshot the email where you actually sounded like yourself.

First draft = final voice. Your first instinct is usually your real voice. It’s the editing that makes you sound like everyone else. Write fast, edit light.

Talk, don’t type. When you type, you self-censor. When you talk, you’re more natural. Voice notes, recorded calls, video rants - these capture the real you.

The goal isn’t to write like a “thought leader.” It’s to sound like yourself, at scale.

Kitoro learns your actual voice - not templates - and creates content that sounds like you on your best day. Try it free.