Guest: Sari Venäläinen, Co-founder & CEO @ Haamu.io
What happens when you realize executive-led content isn't new at all, just newly appreciated?
You build a company around it.
In this episode of Haamucast, Edward sits down with newly announced Haamu.io CEO Sari Venäläinen to discuss her journey from marketing agency veteran to founder, why founder-led content isn't actually a shift but a recognition of what's always worked, and her vision for expanding Haamu beyond LinkedIn.
You'll hear:
👻 How a seed planted in Samuli's mind during a casual conversation turned into a business opportunity that perfectly matched Sari's own vision
👻 Why Sari believes founder-led content isn't actually new: "This is something we've been doing all the time for our customers in marketing agencies"
👻 The fascinating cultural differences in content performance (why video doesn't work as well on LinkedIn for Finnish audiences despite the platform pushing it)
👻 Her excitement about exploring platforms like YouTube Shorts, which has outperformed her expectations compared to TikTok and Instagram Reels for B2B
👻 The real-world results Haamu customers are seeing, from 80+ new connection requests per post to direct sales (though she emphasizes brand awareness over lead generation)
Bonus: Sari's "lame but essential" advice for hesitant founders: "Don't be afraid of someone not liking your content or thinking it's cringe. Your brand should be a magnet and a filter at the same time, attracting your ICP while filtering out everyone else."
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