Glossary
The terms, defined.
Short, sourced definitions of the terms around founder-led content on LinkedIn and X, and of the two words Sonar uses that you will not find anywhere else: the Intelligence Pack, its brief on who you are, and the moment, the unit of your week it drafts from.
The terms
Founder-led marketing, and what goes with it.
Each entry is the definition first, then what a founder should actually do with the idea. Where a term has an origin, the entry names it and links the source.
Founder-led marketing
A go-to-market approach in which the founder, under their own name, is the company's most visible voice.
Personal brand
What people expect from your name before you have said anything: on LinkedIn, the sum of your profile and your posts.
The 4-1-1 rule and the 3-2-1 rule
Two content ratios, one from Twitter's early years and one from LinkedIn's Pages advice, and what a founder should do with them.
Sonar's own words
Two words you will only meet here.
Sonar names two things nothing else names. Each entry says what the thing is, exactly as the code builds it, and where you see it in the product.
Intelligence Pack
Sonar's brief on one founder: who they are, what they sell, who they sell to, what they stand for and how they write. Identity only.
Moment
In Sonar, a post-worthy thing that happened in your week: a decision, a win, a lesson, a number or a tension, kept as a title, an angle and one line of detail.
The questions founders ask before connecting a source, each answered in two sentences and then in full, are on Answers. The mechanism the terms describe is How it works.
The definitions are here. The posts are in your week.
Connect a source once and every week five drafts are waiting, in your voice. One plan, every feature on.