Beyond Leads: How Samuli Turns Founder Content into a Multi-Purpose Growth Engine

Guest: Samuli Salonen, Co-founder @ Haamu.io

What happens when you realize founder-led content isn't just for customer acquisition? You unlock its full potential. 

In this episode of Haamucast, Edward sits down with fellow Haamu co-founder Samuli to unpack their biggest learnings about founder-led content from both their own journey and working with clients. From unexpected use cases to common mistakes, they break down what actually works in the real world.

You'll hear:

👻 Why the lead generation obsession is misguided ("I would not even consider testing it for less than six months") and the four alternative goals that drive success

👻 How to find your authentic voice using the "CEO at a bar" exercise: "Imagine two CEOs having a beer, and one tells the other they should follow you on LinkedIn. What would they say about you?"

👻 The content matrix framework borrowed from Justin Welsh that combines topics, formats, and angles to generate "an unlimited amount of content"

👻 Why your best-performing posts should be recycled every month with slight variations rather than constantly creating new ideas

👻 The unexpected ROI beyond leads: speaking invitations, newspaper features, investor relationships, and even improved internal communications

Bonus: Samuli reveals his biggest sales call change: "I don't try to sell customers in, but I actually try to sell them not to do it" because founder-led content isn't a quick win but a long-term game.