If you're serious about scaling without relying on paid ads, this episode is for you. Today, Mike is joined by Ben Sharf, co-founder of Platter, creator of 160+ Shopify storefronts, angel investor, and host of Turning Pro. He breaks down how shifting from company marketing to founder-led storytelling can be your biggest growth hack.

Founders don’t win because their posts are perfect—or because they pour money into ads. They win because people buy from people, not logos. In 2025, founder-led content is the fastest, leanest way to build trust, drive growth, and scale—without breaking the bank. Ben shares how he did exactly that.

KEY TAKEAWAYS

Tech growth is about figuring out what you are good at and leaning into it. That´s your superpower.
Ben scaled Platter without spending $1 on ads and with zero cold calling.
People buy from people, not logos, founder led content is the fastest, most sustainable way to build trust, attract customers and scale.
The story needs to be authentic, resonate and must be told by the founder themselves.
People forget quickly. They only remember your last couple of posts. You have to post consistently to reinforce your message.
Some of your biggest future customers will be silently following you.
A content led strategy requires a lot of touch points before people buy.
Lead with value, build a relationship and trust.
Most of your content should not be salesy.
To be memorable use the contrarian perspective.
If you are selling to other businesses, focus on LinkedIn.
Engage with people who engage with your posts.

BEST MOMENTS

00.37 “People buy from people, not logos. In 2025, founder led content is the fastest, most sustainable way to build trust, attract customers and scale.”

03:12 "We´ve never spent $1 on an ad yet."

8:24 "Focus on what you're good at. Get really good at it and find someone else to do the things you're not good at."

15:00 " 99% of the time people don´t get started (with social media) because they're scared of being judged by others."

16.40 “People follow founders who post content because they fall in love with their story and they want to support them and become an advocate for them.”

17.10 “It takes a couple of seconds to break the trust, but it takes years to build it.”

32.18 “We've landed some of our largest investors and some of our best hires all through founder led content.”

48.00 “If you're asking, and it's just not happening it could simply be because you're not solving problems for people.”

51.25 “Don't overthink it. Start sharing and the quality will come with iteration.”

ABOUT THE GUEST

https://www.linkedin.com/in/ben-sharf-b554a5b3

https://www.platter.com

ABOUT THE HOST

Meet Mike, a seasoned tech entrepreneur and visionary with over two and a half decades of invaluable experience in founding and scaling successful tech start-ups. Mike brings a wealth of firsthand knowledge, and a deep understanding of the challenges faced by entrepreneurs and tech professionals.

As a host, Mike is dedicated to sharing actionable insights, strategies, and stories gathered from conversations with industry leaders, innovators, and experts. With a remarkable ability to distil practical wisdom from guests, Mike curates engaging discussions that resonate with both aspiring entrepreneurs and seasoned professionals.

https://masteringtechgrowth.com

challenges@masteringtechgrowth.com

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Zero Ad Spend, Maximum Growth: How Ben Sharf Built Platter Using Founder-Led Content

Mastering Tech Growth