We just had one of the best-dressed guests on our podcast!

And while we didn't get to go deep into grooming tips, we did get to talk a lot about building a founder brand.

38 MQLs (in 1 month), with >10% of revenue tied to the founder brand.

That’s the ROI Tony Jamous gets from showing up as the founder of Oyster.

When Oyster launched, they didn’t have a product yet. What they did have was a belief: distributed work was the future.

So Tony started posting on LinkedIn about remote leadership, hiring globally, and building Oyster in public.

Those posts turned into:

• Demand gen → prospects already knew Oyster before the product shipped, so the sales cycle was shorter.

• Trust at scale → Tony’s voice made Oyster credible in a crowded space.

• Inbound magnet → the 38 leads were sourced directly from his content, no ad spend required.

• Revenue impact → over 10% of sales can be traced back to his personal brand.
  
  

The way he runs it is surprisingly lightweight:
✅ One dedicated person on his team to run this
✅ A monthly call where Tony just answers questions, which ends up being the primary source of his content
✅ A mix of tactical insights, authentic stories, and raw behind-the-scenes moments

The lesson? People buy from people. Your face, your values, and your voice make your product more trustworthy.

Tony’s advice: don’t overthink it. Experiment. Share what feels authentic. And let your audience tell you what resonates.

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