From Elevator Pitch to Real Connection: How I’m Rewriting My Story

There are business books you read and enjoy, and then there are books that shift the way you think, speak, and show up. For me, Founder Brand by Dave Gerhardt falls squarely into that second category.

If you know me, you know I love reading books about how to improve in business. But here’s the thing I’ve learned over time: unless you actually implement what you read, it’s just shelf help. And that’s not helping anyone.

That’s why this book hit me differently. Not just because of the advice it offers, but because I found myself using it right away.

One of the first things that stood out came early on, when Gerhardt talks about transforming the dreaded “What do you do?” question into an opportunity. For years, I’ve defaulted to a classic answer like, “We help service-based entrepreneurs build their vision and live their dreams.” It’s accurate… but boring. The kind of line that earns a polite nod before the conversation fizzles.

Gerhardt suggests flipping the script. Lead with a problem, not a pitch. Make people feel something first, then tell them how you help.

So I tried this instead:
“You know how some service-based business owners build something great, only to realize they’ve become the business and now feel trapped by what they’ve created?”

That one sentence changed the tone of every conversation I had that night. People leaned in. They nodded. They wanted to hear more. That’s when I knew this book wasn’t just theory, it was a toolkit.

At its core, Founder Brand is about turning your personal story into your greatest business asset. And for service-based entrepreneurs especially, that’s huge. We’re not just selling outcomes—we’re selling trust. And trust doesn’t start with a logo. It starts with you.

Gerhardt lays out a three-step framework to build a founder-led brand.

Step one: Master your story.
This is about more than writing a good “About Me.” It’s understanding your why. Why did you start your business? What problem made you want to do things differently? What’s the villain in your industry, the outdated system, the unspoken frustrations, the status quo?

For me, the villain is the belief that you have to sacrifice everything—your health, your family, your peace to build a business. I call BS on that. I believe we can build something meaningful that supports our life, not swallows it. That belief is at the core of what we do at Upsociate.

Step two: Become a publisher.
You don’t have to become a full-time content creator, but you do need to show up. Whether that’s on LinkedIn, YouTube, email, or even just casual conversations—you need to tell your story consistently. Not to go viral, but to build familiarity and trust over time.

If you’ve been following me on LinkedIn or watched any of our videos recently, you’ve probably noticed a shift. That’s this book in action. I’m sharing more about the journey, the wins, the challenges, and the honest behind-the-scenes. And people are responding to it. Because people don’t connect with perfection—they connect with people.

Step three: Master the feedback loop.
Pay attention to what hits. What posts get comments? What videos lead to conversations? What ideas make people say, “Yes, that’s me”? Then double down on those.

When you share your story and refine it based on real feedback, your message gets sharper and more powerful.

This approach has pushed me out of my comfort zone. I used to treat content like something you create behind the scenes, polish, and schedule. Now I treat it like a living, breathing extension of who I am and what we do.

That shift has made all the difference.

Another insight that stuck with me is the idea that brand-building isn’t a marketing tactic. It’s an asset. One that compounds over time. Every story you share, every podcast interview, every helpful post, they’re deposits in a trust account. And eventually, they pay off in the form of relationships, referrals, and opportunities.

But here’s the kicker: it only works if you do the work. Not just read the book and move on to the next one. You’ve got to implement.

That’s something I’m really leaning into right now. Instead of moving on to the next title on my reading list, I’m taking time to apply what I’ve learned. I’m testing new approaches to messaging, refining my pitch, and publishing more content. It’s not about doing it all perfectly, it’s about doing it intentionally.

And already, I’m seeing the difference. Not just in engagement, but in confidence. I feel clearer about my voice, my story, and the value I bring.

So if you’re a fellow entrepreneur—especially if you’re running a service-based business—here’s my takeaway for you: read this book. It’s short, practical, and packed with ideas you can use immediately.

But more importantly, use it. Pick one thing to implement right now. Rewrite your LinkedIn bio. Post a short story about why you started your business. Change the way you answer “What do you do?”

You don’t need to overhaul everything overnight. Just start. Do one thing. Then build from there.

Founder Brand isn’t just a book, it’s a blueprint. And if you follow it with action, it will change how you show up and how people respond to your business.

It’s already earned a spot on my short stack of must-reads for service-based entrepreneurs.

And if you start noticing changes in how I’m showing up on LinkedIn, YouTube, or even face-to-face—you’ll know why.

This book didn’t just change my thinking. It changed my doing. And I hope it does the same for you.

If you want to see what that looks like in action, come follow the journey at Upsociate or on LinkedIn. I’m building in public—and would love to have you along for the ride.