Haamucast is a show where founders and executives share how they’ve built trust, grown their business, and shaped their industry by showing up as themselves online.
Hosted by Edward Ford, co-founder of Haamu.io, each short episode features real, practical stories of how leaders use content to drive revenue, build talent pipelines, influence change, and earn attention the right way.
Thought Leadership without the Bullsh*t: Louis Grenier on Standing the F*ck Out
What do you do when everyone is posting… but almost nobody is actually saying anything real?
You stop chasing templates, ignore the algorithm panic, and stand the f*ck out.
In this episode of Haamucast, Edward sits down with Louis Grenier, founder of Stand the Fuck Out and creator of Everyone Hates Marketers, to unpack what founder-led content really looks like when it’s driven by conviction and raw authenticity.
From killing one of the most respected marketing podcasts ever made to betting big on a YouTube format that’s deliberately hard to copy, Louis shares how personal brand, radical honesty, and real human connection compound long after tactics expire.
You’ll hear:
👻 How Louis built his entire business off his personal brand — without money, privilege, or borrowed audiences
👻 Why Everyone Hates Marketers worked so well… and why Louis chose to shut it down at its peak
👻 The real reason most founder-led content fails on LinkedIn (hint: it smells like obligation, not belief)
👻 Why “post for yourself first” beats audience research for founder brands, especially in an AI-flooded internet
👻 Louis’ contrarian LinkedIn playbook: why conversations, DMs, and generosity outperform posting more content
👻 The YouTube opportunity nobody in B2B is actually taking and why Louis is going all-in on an in-person, unreplicable format
Bonus: Louis’ core belief that what you choose not to do matters more than any channel strategy and how founders can build visibility without burning out or becoming content machines.
If you’re building a founder-led brand and feel stuck between “playing the game” and saying something you actually believe, this episode is a sharp reminder that the fastest way to grow is still the hardest: be real, be specific, and stand the f*ck out.
7 Dec 2025
Founder Brand: Breaking B2B’s Playbook to Hit +$1.5M ARR
What do you do when you’re in a “boring” industry… but still want people to stop scrolling and actually care?
You get weird on purpose, then back it up with real expertise.
In this episode of Haamucast, Edward sits down with Sam Dunning, founder of Breaking B2B, to unpack how founder-led content turns attention into trust, trust into pipeline, and pipeline into predictable ARR.
From LinkedIn chaos to YouTube-first strategy and founder-to-founder partnerships, Sam shares the exact playbook he’s using to grow Breaking B2B without relying on a single channel or a single algorithm.
You’ll hear:
👻 How Sam went from treating LinkedIn like an online CV (and spamming cold messages) to using it as a trust engine for B2B SaaS SEO
👻 Why “get attention first” beats polished-but-boring content — and how Sam uses stunts, memes, and Nickelback covers to earn the click before delivering value
👻 The YouTube gap in B2B: why most companies treat it like a dumping ground, and how a YouTube-first approach fuels a full media flywheel
👻 How founder brand drives inbound and stays top-of-mind for prospects who aren’t ready yet, so you win when timing changes
👻 The real risks of being the face of your company (selling the business, reliance on one person, algorithm shocks) and how Sam diversifies across channels to protect growth
👻 What Breaking B2B markets under the company brand vs. Sam’s personal brand
👻 The modern partnership shift: why Sam Dunning partnering with Adam Robinson can outperform brand-to-brand deals - and how third-party validation unlocked a new growth lane
👻 The SEO/AEO/GEO ripple effect of founder-led content now that social and YouTube visibility show up in AI answers, Google results, and buyer trust loops
Bonus: Sam’s experimenter mindset — why most bets flop, a few hit big, and running the wrong tests is still the fastest path to the right playbook.
If you’re building a B2B company and want to grow past the algorithm roulette, this episode is a masterclass in using founder brand as a compounding growth asset.
24 Oct 2025TRANSCRIPT
From Finland to global stages – How Tarja Stephens uses authentic storytelling to build leadership influence
Guest: Tarja Stephens, Founder @ Leaders of the Future
What happens when you ditch the corporate playbook and start treating LinkedIn like a journal instead of a billboard?
You build real relationships that turn into speaking gigs, partnerships, and a global network.
In this episode of Haamucast, Edward sits down with Tarja Stephens, who went from corporate exec to entrepreneur and built her entire thought leadership platform by sharing her journey authentically – no grand strategy required.
You'll hear:
👻 Why the next 10 years will bring more change than the past hundred – and what that means for leaders who stay silent
👻 How Tarja grew her influence by replying to every comment and treating posts as conversation starters, not announcements
👻 The simple "three C's" framework that gets overwhelmed leaders posting consistently (commit, connect, create)
👻 Why only 2% of LinkedIn's 1 billion users actively post – and why that's your biggest opportunity right now
👻 How to use AI as a thought partner instead of just a grammar checker (plus why authenticity beats volume in an AI-flooded world)
Bonus: Tarja's networking hack – reach out to anyone who inspires you on LinkedIn with a simple message. You'll be shocked how open global leaders are to connecting right now.
Inside a recent episode
From Finland to global stages – How Tarja Stephens uses authentic storytelling to build leadership influence
Published 24 Oct 2025 · Transcript excerpt
[…] But I'm very optimistic always what is the incredible opportunities that it will bring all of us. And right now I see once in a lifetime really the chance for leaders to come and share their viewpoints. I am a very big advocate of diverse voices, being especially in the AI community and AI ecosystem. I absolutely think we need to have diverse multidimensional public-private sector arts, education, non-technical voices coming into and really sharing their viewpoints What are they seeing this next 10 years and next year will change and how AI is really impacting them already. So kind of that's what I'm advocating that it's a bigger than us right now, these conversations. […]
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