Two things get in the way of clear Founder identity and narrative:

1. The Fog of War: The first challenge is internal. Your story is still evolving, and you're too deep in the daily chaos to see its shape. You know something profound is happening in your company, but articulating it feels like trying to describe water while swimming. Besides, when the codebase has collapsed in a heap of on-call issues, identity and narrative are the last thing on your mind. You tell yourself you'll figure it out next week. Or the week after. You promise.

2. The Content-First Trap: The second challenge is external. Too many agencies and social media experts jump straight to content without getting context. They ask "What should we post?" before understanding why you're posting in the first place. They can tell you everything about your market position, but nothing about your authentic voice. You want to talk about your tech stack. They want you to pick a fight with Elon. End result? You sound like every other founder on LinkedIn.

I start with context before content, and protagonists before product. Every engagement begins with Founder immersion: understanding your story, your motivations, and why you're solving this problem in this way.

Then I embed with your company. I chat with employees, lurk on your Slack, and watch your people at play. (I can be surprisingly discreet.) Together we deconstruct investor and customer interactions to understand what resonates and what doesn't.

Finally, I synthesise everything into bespoke outcomes: Founder profiles, style guides, sales playbooks, hiring scripts: whatever you need for a great public voice. My goal is to arm you with codes and norms you can use every day, helping you and your team speak with taste and conviction.

Before: A billion-dollar Japanese conglomerate had just acquired a Bangladeshi firm, but cultural tensions were affecting employee morale and customer relationships. Traditional corporate communications weren't working.

After: I designed a strategy that bridged both cultures through documentary films and live events celebrating Bangla art and Japanese craftsmanship. The narrative was so successful that it became the foundation for new corporate identity, retail signage, employee uniforms, and advertising campaigns—creating a unified brand that both cultures embraced.

Before: A Series-A B2B SaaS data analytics startup struggled to put together a compelling story for potential talent. Despite competitive salaries, recruiting remained slow and inconsistent.

After: Founder immersion revealed what truly motivated their team: not salaries or perks, but the thrill of solving hard problems with brilliant colleagues. I translated this insight into a three-stage hiring process with interview scripts and assessment playbooks. That process has since been used to successfully develop and process a pipeline of hundreds of applicants.

I am Sidin Vadukut and I live in London with my family, 24 sets of headphones, and I support Arsenal Football Club. Over the last 25 years I've worked in manufacturing, management consulting, media, publishing, impact investing, and deep-tech B2B SaaS. I've recorded podcasts, written blog posts that broke the internet, and posted content that's gone viral on Twitter. I've published four bestselling books of fiction and two critically acclaimed books of non-fiction, selling hundreds of thousands of copies for publishers such as Penguin and Simon & Schuster.

Crafting Founder and company voice sits at the intersection of two personal obsessions: learning how Founders and companies operate, and telling great stories. I love seeing startups win!

Talk to me! You can send me an email. But you know what's better? Let's swap stories. Book a slot on my calendar for a no-pitch, no-obligation conversation. You can decompress, get a cup of tea, and tell me your Founder story. I can tell you about the time a tree fell on my head. Also: dad jokes!