It’s probably because I’m a CEO, and probably because of the state of the market, that I’ve noticed a huge increase in the number of people who are now self-employed

And almost without exception, they all seem to have the same LinkedIn headline: “I help founders…”

Every week, without fail, I get messages from people who help founders with:

  • Sales and marketing / Go-to-market

  • Raising money / exiting a business

  • Burnout, wellness, imposter syndrome

  • Financial independence

  • Some form of leadership methodology

Different words, same promise

Without fail I will get 5 connection requests from people providing these services on a weekly basis, as this has happened now for some 6 months, if you provide these services, it's clealry a crowded field for you

And they all say the same thing: they’re unique

Clearly, they’re not, because they look and sound exactly like everyone else

Now, if I actually spoke to one of them, I’m sure they’d explain in great detail how different they are

They might even be the best in the world at what they do

But here’s the uncomfortable truth: as a buyer, I can’t tell the difference

When everyone uses the same language, the same positioning, and the same outreach tactics, it all blurs into noise

So what happens? I ignore it

Not because I don’t need help, but because I can’t distinguish signal from spam

And I suspect I’m not alone

This is exactly how most buyers behave

Here’s the irony

I do know a sales and GTM expert

I do know someone who can help raise money

I do know a burnout and wellbeing expert

I already have access to all of these skills

So when I need help, who do I turn to?

Not the person who sent a generic connection request

Not the person who told me they’re “unique.”

I turn to the person I trust

The person I have a relationship with

The person who’s shown up consistently, added value, and earned credibility over time

Conclusion

If you’re one of the many people “helping founders,” here’s my suggestion: stop sending blank, copy-and-paste connection requests that go nowhere

Stop trying to convince strangers how different you are

Instead, invest your time in building relationships and trust

That’s what actually cuts through the noise and that’s what buyers remember

And if you need any help with that, you know where to find me