From vanity metrics to relevant reach – How Ognjen Bošković builds founder brands that actually drive revenue

Guest: Ognjen Bošković, Founder @ Raven

What happens when you realize founder brand isn't about posting pretty content?

You start building one of the last effective go-to-market channels left. In this episode of Haamucast, Edward sits down with Ognjen Bošković, founder of Raven and a founder brand strategist who's seen what works (and what definitely doesn't) when executives try to build their personal brands.

You'll hear:

👻 Why founder brand is becoming essential as cold outbound dies and AI makes everyone's content look the same

👻 The "realm of relevancy" framework – why targeting your ICP's entire ecosystem beats chasing vanity metrics

👻 Why most "thought leaders" are actually just followers afraid to challenge the status quo

👻 The mindset shift from "creating content" to "documenting what I'm already doing" that unlocks everything for technical founders

👻 Why you're probably the only person getting bored of your core message (and why that's exactly when it starts working)

Bonus: Ognjen explains why the best founder brand candidates have been their own customer – and why trying to build for an audience you don't understand is setting yourself up to fail.