Every Founder and Investor Should Write Articles on LinkedIn

This is something I’ve been thinking about a lot lately. The more time I spend working with founders and investors, the more I see one thing holding true across the board. If you want people to trust you, listen to you, and think of you as a leader in your space, you have to show up. And one of the most powerful ways to do that right now is by writing online. More specifically, writing on LinkedIn.

This is not about self-promotion. It’s not about trying to go viral. It’s about building real trust, reputation, and visibility by sharing what you know.

And honestly, if you’re a founder or an investor, writing thought leadership content is no longer optional. It’s essential.

Why I Believe This

Over the last few years, there’s been a shift. Decision-makers are spending more time online. They’re evaluating people and companies not just by pitch decks or websites, but by the ideas they share.

One stat that really stuck with me is from a 2020 Edelman and LinkedIn study. They found that 55% of decision-makers use thought leadership to evaluate organizations. That’s more than half. And this isn’t just about founders pitching investors. This goes both ways. Founders are also evaluating investors. Partners. Advisors. Everyone.

So when someone Googles you or lands on your LinkedIn profile, what are they going to see? That’s the question I keep coming back to.

If they see nothing, they might assume you don’t have much to say. If they see content that’s inconsistent or generic, they’ll probably scroll past. But if they see thoughtful, relevant insights that show how you think about your industry, your work, or your values—that’s powerful.

Why it matters for founders

If you’re building something, people want to know why. What do you care about? What are you learning? What’s your point of view on where things are headed?

Writing gives you a chance to share that in a way that builds trust. And trust is everything, especially early on.

I’ve worked with founders who landed investor meetings because someone came across a post they wrote. I’ve seen others attract customers just by explaining their vision in plain language. Sometimes, all it takes is one well-written article to make someone believe in you.

That same Edelman-LinkedIn study also found that 88% of decision-makers believe thought leadership enhances their perception of an organization. Not maybe. Not sometimes. That’s nearly 9 out of 10 saying it makes a real difference.

This matters because early-stage founders often face the classic chicken-and-egg problem. You need traction to raise money. You need money to get traction. Writing helps bridge that gap. It gives you a way to get noticed, even if you don’t have a huge user base yet.

And here’s the other thing—writing online helps you clarify your own thinking. When you take the time to explain your ideas to others, you start to understand them more deeply yourself.

Why it matters for investors

Investors often ask founders to build in public, to show what they’re working on and learning. But not all investors do the same.

And I think that’s a missed opportunity.

Writing as an investor helps you build credibility. It shows that you’re actively thinking about trends, markets, and ideas. It positions you as a trusted expert, which is exactly what many founders are looking for.

I’ve seen investors increase their deal flow just by writing consistently. They don’t have to chase every opportunity—opportunities come to them. Great founders want to work with people who have a clear point of view and who are generous with their knowledge.

One example I always think of is Warren Buffett. Every year, his shareholder letter gets shared all over the world. It’s long. It’s honest. It’s insightful. And it makes people trust him even more.

Of course, not everyone needs to write 20-page letters. A few hundred words in a LinkedIn post can go a long way, especially if it feels real and grounded.

And let’s not forget the long tail. One good article can be shared, quoted, and reposted for months. It keeps working for you, even while you sleep.

How I Think About Digital Reach

One thing people usually overlook is how far one piece of content can go.

If you write an article and post it on LinkedIn, it doesn’t just reach your immediate network. It can be seen by people across the world. People in different industries, different time zones, and different generations.

That kind of reach used to take years to build. Now it can happen in days.

There was a great article in 2024 that talked about how thought leadership empowers people you may never meet. I loved that. Because it’s true. The content you write today might inspire someone six months from now, in a different country, working in a different field.

And that’s not just nice to have. That’s impact. That’s influence.

A Few Things to Keep In Mind

Writing thought leadership isn’t about being perfect. It’s about being clear and consistent.

The same Edelman study I mentioned earlier found that only 17% of decision-makers rate most thought leadership content as “very good or excellent.” That means there’s a lot of noise out there. But it also means there’s an opportunity to stand out—just by being thoughtful and real.

On the flip side, poorly executed content can actually backfire. About 74% of B2B marketers said they can’t link their thought leadership to actual sales impact. That’s usually because the content feels too vague or too promotional.

So here’s what I suggest: focus on what you know. Tell stories. Share insights. Write the way you speak. And don’t try to sell. Just try to help.

If you do that consistently, people will start to see you as a leader. Not because you said you are, but because your work proves it.

Final Thoughts

Whether you’re a founder or an investor, you’re in the business of trust. People need to trust your judgment, your vision, your values. And one of the best ways to earn that trust is by writing.

Write about what you’re seeing. Write about what you’re learning. Write about what you believe.

That’s how you build a reputation. That’s how you create opportunities. And that’s how you lead.

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A little about me: I've helped 25+ founders & investors become thought leaders by sharing their ideas on LinkedIn, putting their thoughts into words, and letting the world know what they're building. 

If this is something you also want to accomplish (because it is very much needed), let's connect👇🏾

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