Photo by Glenn Carstens-Peters on Unsplash
One of the most common things I hear from founders is: “I don’t know what to post.”
At first glance, it sounds like a content problem. But after years of working with business owners, I’ve realised that’s rarely the real issue. Most founders don’t lack ideas. In fact, they usually have too many.
They want to start a newsletter. Launch a podcast. Be more active on LinkedIn. Create reels. Build a personal brand. Start a community. Write more emails. None of these are bad ideas. The challenge is deciding which one deserves their attention right now. Because when everything feels important, nothing feels obvious.
So they spend weeks researching. Consuming more content. Attending another webinar. Buying another course. Looking at what everyone else is doing. And somewhere along the way, they stop trusting themselves.
They start believing that someone else must know better. That if a strategy worked for another business owner, it must work for them too. But business doesn’t work that way. A strategy that works for someone else may not fit your goals, your strengths, your values, or your current season of life.
This is where many founders become stuck. Not because they don’t know enough. But because they’ve collected so many options that making a decision feels overwhelming. The result?
They keep changing direction.
One month they’re focused on Instagram. The next month they’re convinced they need LinkedIn. Then someone tells them to start an email list. Then another person says they should be creating more videos. Instead of moving forward, they’re constantly starting over. And this doesn’t just affect content.
It affects confidence. Every decision begins to feel heavier. Every strategy becomes something to second-guess. Every result becomes proof that maybe they’re doing it wrong.
I’ve felt this myself. There were moments when I looked around and saw what other people were doing and wondered if I should be doing the same. But over time, I’ve learned that clarity is often more valuable than another tactic.
When you know what matters, decisions become lighter. You stop trying to do everything. You stop chasing every opportunity. You stop building a business around trends and start building one around intention.
This is why my work with founders rarely begins with content. It begins with questions.
What are you trying to achieve?
What kind of business are you building?
What is your current capacity?
What actually matters right now?
Because once those answers become clear, content becomes much easier. The challenge was never finding something to post. The challenge was deciding where you’re going. And content that knows where it’s going will always outperform content that is simply trying to stay active.