Founder Diaries 📓 I made the decision to throw the dice, and it landed on a six 🎲
12 months ago, on a cold January morning, I walked into Emma’s office and suggested we work together. There was no going back.
Making bold decisions can be daunting, but trusting in them and throwing yourself into the process can be incredibly liberating; opportunities are guaranteed to follow.
And opportunities make luck.
Since joining Studio Self-Made in September, our self-made luck has yielded some amazing results đź‘€
→ Personal branding training for Virgin and NatWest Accelerators
→ Content-creation workshops in some of the coolest cafes
→ Being interviewed at CreatorFest, where Emma was also spotted by an unknown fan (personal branding works, folks)
→ Emma winning Under 30 Entrepreneur of the Year at the national UK StartUp Awards at Ideas Fest
→ Winning Best Creative Business Yorkshire and the North East in Leeds
→ Branding strategy and photo shoots for founders and teams
→ Securing a UK-first contract to deliver personal brand training to underrepresented young people
→ Meeting so many people at networking events and conferences across the country
We made all of this (and more) happen, but was initially from nothing but an idea. Believing in our vision, putting in the work and being consistent have been key.
But there is one thing that is often overlooked, and that is true opportunity.
We tend to consider the concept of opportunity as something significant - something that is presented to us with an obvious benefit.
Our need for control activates our filters and by the time we’ve run an analysis on the opportunity, it’s gone.
But there are so many tiny, fleeting opportunities around us every day, hiding in plain sight, without any obvious benefits whatsoever. Yet they can be life-changing.
We need to make them before we can take them.
In 2026, roll the dice and make your own opportunities.
Let us know what happens 🙏
Hot Take 🔥 The Documentation Effect
The most underrated way to get lucky (and get noticed by people in your industry/ your ideal customers) → Document everything.
For years, I waited to share my story.
Meanwhile, other founders were landing opportunities I’d kill for, not because they were further along, but because people knew what they were building.
Until I started posting in early 2024.
In a year, I went from 2k followers to 7k followers, and then a year later, I reached 17k followers.
Here’s what I finally learned: Opportunities don’t find quiet people. They find visible ones.
The Highlight Reel Trap
Most founders think visibility means posting wins.
The promotion. The testimonial. The event you’ve just attended.
But everyone posts highlight reels. They’re forgettable.
What actually attracts opportunities? Documenting the process.
The 3 Types of Content That Create Luck (with prompts to get you thinking 🤩)
1. Work in Progress Posts Share what you’re building BEFORE it’s done.
“I’m working on [thing] this week and here’s what I’m learning...”
“Currently building [project] and here’s the thinking behind it...”
2. Real-Time Lessons Share insights as you learn them, not six months later.
“Just realised [thing] about my business model...”
“Tried [strategy] this week and here’s what actually happened...”
3. The Honest Reflection Share the reality behind the wins.
“Yes, I hit [milestone], but here’s what it actually took...”
“This looked easy from the outside, here’s what was really happening...”
Why Documentation Creates Luck
When you document publicly, three things happen:
You become referable.
You build credibility.
You create connection points.
✨Your Action This Week ✨
Document one thing you’re working on RIGHT NOW.
Not the polished version. The messy, in-progress version.
Share on LinkedIn:
What you’re building
Why it matters
What you’re learning
Where you’re at in the process
Then watch what happens. The right people will notice.
Remember: You don’t need to have it all figured out to share what you’re learning. The process is the point.
Start documenting. Your opportunities are waiting
Steal My Strategy đź‘€ How to Become a Creator Founder in 2026
If you’re a business owner not creating content, you’re leaving money on the table.
The creator economy isn’t just for influencers anymore. Brands are actively looking for founder-creators: people building real businesses who can authentically speak to their products.
I started doing this 2 years ago, and it has completely TRANSFORMED my business for the better.
It’s created new income streams, unlocked new opportunities, and I’ve made some incredible friends, too.
If I were going to start from scratch in 2026, this is what I would do:
1. Turn Your Daily Reality Into Content
Stop treating your business and your content as separate things.
Your daily challenges ARE the content:
That client call where you had a breakthrough? Post about it
The mistake you made this week? Share what you learned
The boring admin task you finally solved? Someone needs that solution
Brands don’t want polished perfection. They want real founders solving real problems with their products.
Build Your Creator Network
Connect with other founders creating content on LinkedIn. These people become:
Your collaboration partners (co-host a live, swap guest posts)
Your support system (they’ll comment, share, champion you)
Your discovery engine (brands find you through them)
When a brand reaches out to one founder-creator, they often ask, “Who else should we work with?” Be in that network.
Experiment With Formats
Some brands want video (think software demos, day-in-the-life). Others want written case studies. Some want both.
Test everything:
Short videos showing how you use tools
Written posts breaking down your process
Behind-the-scenes stories of building
Product reviews (honest ones—brands respect real feedback)
The more formats you try, the more brand opportunities you unlock.
Start this week.
One post about something you’re genuinely using or solving. Tag the brand. Be specific about how it helps.
That’s how creator founders get discovered.
