There’s a quiet revolution happening in B2B go-to-market strategy, and it doesn’t involve flashy tools or cold outreach hacks. It’s founder-led growth—driven by real people with strong points of view who are willing to step into the spotlight.
In our latest GTM Innovators episode, I sat down with Finn Thormeier, founder of Project 33, to unpack how B2B SaaS companies can turn their internal expertise into a high-performing demand engine. Finn has helped dozens of B2B leaders go from silent operators to visible, credible thought leaders—and the results speak for themselves.

One of the biggest takeaways? Your content strategy doesn’t need more polish—it needs more point of view.

The GTM Power of Founder-Led Growth
When your buyers are skeptical and drowning in noise, what cuts through? A face. A voice. A story. People want to buy from people who get their world. That’s why founder-led growth—where the CEO or technical founder creates content based on lived experience—is outperforming traditional marketing efforts in many early- and growth-stage SaaS companies.

Finn shares how content from a company leader builds trust faster, opens doors to conversations, and creates pull—instead of always pushing. And no, it doesn’t require being a “natural” on camera or posting every day. It starts with authenticity and a repeatable system.

Not Always the CEO: Finding the Right Thought Leader

Here’s something most companies get wrong: assuming the CEO has to be the thought leader. That’s not always the case.

In the episode, we talk about how to evaluate who inside the company is best suited to step into this role. It could be a founder, but it might also be a Head of Product, a deeply technical co-founder, or a sales leader with a sharp market POV. The key is finding someone with real insights, a willingness to share them publicly, and—this is important—a genuine curiosity about teaching others.

Safe = Invisible

If there’s one theme that came up over and over again in our conversation, it’s this: Playing it safe is the fastest way to be ignored.

Finn makes the case for why contrarian thinking is essential—not for the sake of being provocative, but because true thought leadership means questioning the status quo. Most of the market is stuck in best-practices thinking. The few who challenge that—and do it with clarity and consistency—win attention, trust, and pipeline.
Want the full conversation with even more tactical insight, real examples, and Finn’s exact playbook for turning ideas into content that converts?

Watch or listen to the full GTM Innovators episode with Finn Thormeier here: Why Thought Leaders Win – Finn Thormeier on Content, Clarity, and Controversy