Learning to show up publicly as a founder is surprisingly challenging.
Not because I’m shy, quite the opposite. I genuinely enjoy being on stage, connecting with people, moderating discussions, and exchanging ideas. That part has always energized me.
But talking about myself?
Writing about how I work?
Sharing insights publicly?
That’s where things quickly move into the territory of visibility without cringe … a space I still haven’t fully mastered.
These days, a few people told me they enjoy reading my articles. Real people, not just the LinkedIn algorithm.
That feedback made me pause and reflect on why visibility still feels odd sometimes and why it’s becoming a skill I need to embrace.
Why good work alone doesn’t create visibility
Inside large organizations, great work usually finds its way: leadership updates, cross-functional meetings, stakeholder presentations, internal communication (and sometimes political play) help make your work seen.
As a founder, that entire system more or less disappears.
Good work only speaks for itself when people actually see it.
And that’s where the challenge begins:
How to build visibility without cringe, without becoming overly polished or overly promotional.
Visibility matters because it builds trust long before someone reaches out.
It connects dots you don’t even know you’re drawing.
Mini-Hack:
If you can, talk about a learning instead of an achievement. It makes visibility feel more natural and less like self-promotion.
Personal visibility still feels a little strange
I’m not a quiet person.
But shifting the communication toward myself still feels unfamiliar.
For many years, the “sale” wasn’t me, it was the product, the team, the brand, the strategy.
Now, clients buy my judgment, my approach, my experience.
That shift requires a level of personal visibility I’m still getting used to. What surprises me is this:
Visibility isn’t difficult because I’m uncomfortable speaking. It’s difficult because it’s personal.
And personal always brings a bit of vulnerability, even if you’re used to being on stage.
The nice surprise: Feedback actually helps
When someone tells you they enjoy your content, your articles, or your reflections, it suddenly feels less awkward.
A few people said exactly this these days and it meant more than expected to me.
Visibility without cringe seems to become easier when you remember there are people on the other side. People who find value, resonance, or simply a smile in what you share.
Micro-Practice:
Before publishing, ask yourself: “Would this help just one other person?” If yes, it’s worth posting.
Why I’m trying to be visible anyway
The reason is simple and strategic:
Opportunities grow out of connection, not invisibility.
People need to understand how you think, what you stand for, how you approach challenges, and what kind of problems you solve. And it also helps me to understand and sharpen exactly this as well.
Visibility helps people recognize fit long before the first call.
It’s not about shouting. It’s about being present.
Fortunately, “visibility without cringe” seems to be possible when it’s built on value, not vanity.
What I’m Trying to Practice (Even If It Doesn’t Always Work)
To make visibility feel more natural, I’m experimenting with tiny habits. Not to become a content creator, but to stay present in a way that feels authentic.
Here’s what I’m trying:
- Sharing learnings, not wins
- Writing thoughts as they come, not polishing endlessly
- Publishing weekly (when life allows… last week it didn’t)
- Showing small behind-the-scenes moments
- Connecting instead of promoting
And yes, sometimes this fails completely.
Last week was exactly like this: three days in Munich, remote meetings between trains and dinners, and a weekend fully dedicated to family time and my new espresso machine.
Zero writing.
Zero “visibility.”
Lots of life.
Mini-Hack:
Capture ideas when they show up. In Notes, voice memos, or screenshots. Most of my posts start as a single sentence written in a rush or a super quick voice memo, recorded while running.
I Also Need to Get Better at… Taking Photos
Another unexpected challenge in this “visibility without cringe” journey:
Finding fitting photos for my articles.
I’m not naturally someone who takes selfies, documents every moment, or snaps pictures in meetings.
But for storytelling – and especially for LinkedIn – images matter.
It’s a skill I’ll need to train:
Taking photos that feel real, unobtrusive, and still reflect what I want to say.
Because the right photo makes an article more human.
The wrong one makes it… well, cringe. Some you can see on my LinkedIn or even here in the blog.
So yes, another founder skill to learn.
Add it to the list.
Visibility as a Founder Skill
Being visible isn’t about volume or perfection.
It’s about clarity, intention, and connection.
For founders, visibility helps:
- Build trust
- Create opportunities
- Show how you think
- Let people understand you more easily
- Bring your network closer
- and yes of course, support your business
I’m hopefully getting better at it.
Slowly.
One article, one post, one flat white at a time.
If you’re interested in how I help organizations navigate their own transformations, you can find an overview of my work here: Linelia’s services.
And as always, I’m happy to connect.
Whether you’d like to exchange ideas or explore how we might collaborate, just drop me a note via my contact page or connect with me directly on LinkedIn.
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