LinkedIn for founders who have a company to run.

Most founders who stop posting have a retrieval problem. Thursday evening arrives, the tab is open, and the week that just happened has gone quiet, so the founder writes a general opinion about hiring instead of the hiring decision they actually made on Tuesday. General opinions are the cheapest thing on LinkedIn and the easiest to scroll past.

The week itself is the answer. A founder sits through pricing calls, renewal calls, board updates, a candidate saying no, a customer explaining what they really bought. Each of those is a first-hand event with a decision attached, and a first-hand event with a decision attached is a post. So the work is capture first, then choosing.

You can run the capture by hand: one line in a note at the end of each day about the thing you would tell a peer over coffee. That works, and it is what LinkedIn personal branding for founders describes. Sonar automates the same step. Connect a source read-only and about once a week it reads the last seven days and keeps the moments: a decision, a win, a lesson, a number. The raw transcript text is thrown away once the moments are out of it.

Anyone can write a post about pricing. Four kinds of post are effectively closed to everyone who is not running the company, and they are where a founder brand gets its edge over a feed of good advice.

The decision and what it cost

Write the fork rather than the outcome: the case for the option you rejected, and the bill that arrived afterwards. Readers have opinions about decisions like this and almost no access to the inside of one.

The number you actually run on

Every founder watches one or two numbers that the industry does not talk about: the one that decides whether this month was real. Naming it, and saying what it has done this quarter, is more useful than any framework post and nobody else can publish it.

The hire, the offer refused, the person who left

Hiring is the subject founders are most often asked about privately and most often vague about publicly. The specific version is the useful one: what the role turned out to need, what you got wrong in the brief, why a good candidate said no. Write the role and keep the name to yourself.

What a customer said that changed your mind

One sentence from a call that made you rethink the product, the pricing or the pitch. This is the post that brings in the people who have the same problem, because it repeats their own words back to them.

Twenty-five more, each tied to a real week, are in 25 LinkedIn post ideas from your week.

The setup is one sitting of about three minutes, and it decides how everything downstream sounds. There are three parts and only one of them is technical.

1. 01

   Hand over your real posts

   Sonar builds a voice model from what you have already published rather than from adjectives you pick off a list. It measures the rhythm of your writing in numbers: how long your sentences run, how often you use a short one, how long your paragraphs are, how often you ask a question. Every draft after that is held to those numbers.

2. 02

   Answer the territory question

   What do you want to be known for? One subject a stranger could repeat in a sentence. The answer becomes your positioning stance and your content pillars, and it is what stops a feed from drifting into six unrelated topics. This is also the founder-led half of founder-led marketing.

3. 03

   Connect one source, read-only

   The sources open to you today: Google Calendar, Google Meet, Slack, Granola, Fireflies, Wispr Flow, Notion and Zoom. One is enough to start, and a calendar is the cheapest one to give, because every meeting on it is a place where something happened. What each source reads and what is kept is written out on what Sonar reads and keeps.

No bot joins your calls and nothing is written back to any source. The whole mechanism, step by step, is on How it works.

A founder needs a rhythm that works in the week where two things went wrong, because that is most weeks. The one below takes about forty minutes in total and splits into two sittings.

• Monday, twenty minutes. Read what the week gave you. In Sonar that is a deck of five drafts waiting on Home: up to two built from your own moments, one from a story you told it about your career, one from a development in your niche, and the rest from a pillar you chose. Keep the ones that are true, throw the others away.
• Monday, ten more. Edit the keepers until they sound like you on the phone. Change the opening line by hand; it is the part that has to be yours. Schedule them across the week at your own morning.
• Friday, ten minutes. Reply to every comment you have not answered and write down the two that could be next week's posts. Replies are where the conversations that matter actually start.

Cadence: 3 posts a week on LinkedIn is where Sonar starts a founder, and 6 on X, since the rooms have different physics. You can set your own weekly goal for each. Pick the number you can hold in your worst month rather than the number you can hold this month. To see whether your week even contains that many post-worthy moments, the count the posts in your week calculator does the arithmetic by a printed rule.

Nothing leaves without you. Sonar publishes an item only once you have scheduled it, so an unapproved draft sits on the board forever.

Against yourself, monthly, and never on a Tuesday afternoon. LinkedIn states in its own help pages that "your post analytics are private to you", which settles the benchmark question: the only honest comparison available to you is your own history. A post that beat your last thirty days did something. A post with a big round number on an account ten times your size tells you nothing about your own.

Four numbers are enough.

• Followers, read as a direction over a quarter rather than as a count.
• Engagement against your own average. Sonar prints every post as a multiple of your own mean for that platform, so a post reads as 1.8 times your average rather than as a number with no scale.
• Profile views, the sign that a post sent somebody to find out who you are.
• Conversations that started from a post. A reply that became a call, a name you did not know in March. Counted by hand, and the reason the other three exist.

Give any single post two days before you judge it. LinkedIn keeps counting long after the post stops feeling new, and a verdict on day one is a verdict on noise. What the metrics themselves mean is in what are LinkedIn impressions.

Founder-led content costs your attention every week, and there are companies where that attention is better spent elsewhere. Four cases where we would tell you to skip it.

• Your buyer is nowhere near the platform. If your customers are procurement officers at municipal utilities, a LinkedIn audience of founders and operators will applaud you and buy nothing. The test is whether the people who can sign are already reading.
• You will not approve drafts. Everything here depends on a founder reading five drafts and pressing something. If you know you will leave them unopened for three weeks, no tool fixes that, and a queue of unread drafts is worse than an empty one because it feels like progress.
• Everything interesting is under embargo. A pre-announcement quarter where the fundraise, the launch and the two big logos are all confidential leaves a thin week. Post monthly until the embargo lifts.
• You want the writing done for you entirely. Then you want a person, and you should read what that costs on a LinkedIn ghostwriter alternative before deciding. Sonar drafts, and you still read and approve.

One input carries the whole thing, and it is the week you already had. Connect a source read-only and Sonar keeps what was worth saying in it: the call you made, the number that moved, the thing a customer said that changed your mind. That material is the reason the drafts are yours rather than interchangeable with any other founder's. A better prompt never produced it; a notebook does, and so does this.

Around that input: your voice measured from your real posts and every draft held to the measurement, other people written as roles, five drafts waiting each week, publishing to LinkedIn and X once you schedule, and each published post read back against your own average.

One plan, $99 a month or $990 a year, 7 days free, every feature on. If you lead a function rather than a company, the argument and the constraints are different and they are on Executive branding on LinkedIn. If your clients are the week and you cannot name any of them, start with Personal branding for consultants.