How we run founder interviews at Restartt
From silence to influence: Building a founder-led content engine
👋 Hey, I’m George Chasiotis. Welcome to GrowthWaves, your weekly dose of B2B growth insights—featuring powerful case studies, emerging trends, and unconventional strategies you won’t find anywhere else.
This GrowthWaves note is brought to you by Restartt.
Most CEOs want to create content. Few actually do.
Not because they don’t have something to say, because they don’t have a system.
We’re running a workshop to fix that.
This is for busy founders who want to show up on LinkedIn but don’t know where to start (or how to keep going). We’ll walk you through:
The exact workflow we use to turn raw ideas into sharp posts
A proven framework for defining your content pillars and schedule
How to use AI to support your voice, not replace it
No fluff. Just what works, based on a real founder-led strategy.
Date: Thu Jul 24, 2025
Time: 4:00 PM GMT+1
Duration: 1 hour
Cost: Free
If you’re the face of your brand (or want to be), this will help.
👉 Signup for free here
See you there.
Founder CEOs are busy people.
But usually, their voice matters more than anyone’s.
Especially in B2B, and particularly on platforms like LinkedIn.
Which means that you don’t want them to be silent.
The question is:
How do you use what they say when they start talking?
This is what I’ll answer today.
Why Founder CEOs stay silent
If you’re in B2B and your CEO has no voice on LinkedIn, you’re LOST.
I’ve heard all the excuses:
‘Our CEO doesn’t really have time to post on LinkedIn‘
‘Our buyers aren’t salespeople or marketers‘
‘That’s not a priority until Q4 of this year‘
‘We can’t generate pipeline with this‘
‘We tried it and it didn’t work well‘
‘We can’t measure the ROI‘
And I know all the latest ones:
‘Impressions are down’
‘1st-level connections don’t see my content’
‘My comments get more impressions than my posts’
BUT
LinkedIn still gives.
How do I know.
Go check my profile.
I’m not a mega-influencer racking in thousands of likes.
I don’t use engagement pods to ‘boost’ my posts.
And I certainly don’t have a secret sauce.
I spend hours every week crafting content.
Still, most of it flops.
That’s part of the game.
But, as I write this note on a Sunday morning, a new message landed in my inbox.
Author’s Note: It’s 09:36 am local time here.
Here’s how the conversation goes:
And this is how it continues:
And this is just one of the benefits of being active on the platform.
And one of the many conversations I have every week.
Obviously, not all conversations end in a sale.
So, getting these requests is important.
But it may not even be the most significant upside, especially for Founder CEOs.
Because the same questions that should drive a Founder CEO, are also the ones that drive me and my Co-Founder:
If John and I don’t consistently show up to champion Restartt, who will?
If we don’t tell people what we do and what we stand for, who will?
If we aren’t the main faces of the company and communicate our value, who will?
These are the questions Founder CEOs need to answer.
There are many excuses why someone would be silent on the platform.
You need to find the reasons to have a voice—a voice that represents the company better than any creator or employee advocate.
How do you form that voice?
That’s what we’re answering next.
Why founder interviews?
Founder-Led Content is one of our core services at Restartt, my full-stack growth agency for B2B SaaS.
That’s basically content crafted by our team for the Founder CEO’s LinkedIn or X (formerly Twitter) profile.
Author’s Note: We’re covering other platforms such as Substack, but we recommend staying focused on just one platform before trying to build or expand your audience on more than one platform.
Since we’re mostly working with B2B SaaS companies, the platform we’re usually picking is LinkedIn.
Twitter can be good for more technical audiences, but its organic reach is worse than LinkedIn’s unless the Founder CEO already has a big following.
The good thing about Founder CEOs is that they (usually):
Have insights into most of the problems the company is facing
Have insights that the rest of the team doesn’t have
Have unique POVs and hot industry takes
Work on the future of the company
That’s what makes them ideal candidates for interviews.
An interview is the best way to retrieve these insights, hot takes, opinions, thoughts about the future, and stories that need to be shared with the world.
How do we structure founder interviews?
We run interviews with a bi-weekly cadence.
Each interview usually lasts one hour.
We record these interviews with our online meeting tool.
The transcript is then used as part of a robust workflow with a competition of humans, AI, and tech that helps us create great content.
In addition to client-specific questions, we have a bank of questions that help us shape the voice of the Founder CEO.
These questions are broken down into the following categories:
Founding Story: How it all started
Perception: How we want the company to be perceived
Work in Public: Behind the scenes stories
POV: Their unique points of view
Personal: Personal things about the Founder CEO
Trends: Self-explanatory
Author’s Note: A complete list of the questions under each category is available to our GrowthWaves Pro members here.
Our goal is to ask the right questions and navigate the conversation so that we can get the best possible answers and insights, which we can then use in the content we produce.
After the first couple of interviews, we’re able to come up with the following:
Content Strategy Pillars
Enemies
Content Schedule
Author’s Note: You can learn more about pillars, enemies, and the importance of coming up with a content schedule in one of our previous notes.
If I’m being honest, there’s an art in running interviews.
Think of that:
Some people have dedicated their whole careers to doing just that.
So, it’s not an easy feat.
But with structure and intentionality, you can get your interviews to a very good level.
Ultimately, the interview is a means to an end—each one should yield 8–10 content ideas.
From there, as I mentioned earlier, it’s a whole process to get to great content that can get engagement and create meaningful business outcomes.
Founder-Led Content Strategy Workshop
On July 24th, we’re running a live workshop on the exact process we use for Restartt’s clients.
The workshop is free for anyone to attend.
If you’re a Founder CEO and want to start developing your voice online, you need to sign up.
Here’s everything you need to know:
Date: Thu Jul 24, 2025
Time: 4:00 PM GMT+1
Duration: 1 hour
Cost: Free
If you’re the face of your brand (or want to be), this will help.
👉 Signup for free here
See you there!