When you’re building something on your own, you’re already carrying too many jobs. Then everything and everyone tells you that you must be the face of it, too. It’s just one more thing you’re supposed to absorb.
I decided to keep that off my plate. Wayfindher would speak for itself. The company accounts would publish the work. I could share something from my personal account now and then, but I wouldn’t be the subject or the narrator.
On Thursday, September 24, I wrote down the rule and the reasons behind it. It went into my decision log, same as every other call I expect the company to live by.
By Saturday, it was gone.
The first rule wasn’t a bad one. If a channel only works because the founder is standing in it, it can look repeatable when it isn’t. I didn’t want to mistake my reach for Wayfindher’s.
I was protecting my time, too. I’m the entire production line right now, and I can’t stay there.
Then I asked for actual research. Not a handful of searches. Real digging.
What came back didn’t say company pages were useless or that personal profiles always win. It showed that they do different jobs.
In Metricool’s 2026 LinkedIn study of about 674,000 posts, company pages and personal profiles averaged about the same impressions per post. But personal profiles drew more than three times as many comments, and company page posts were shared nearly 15 times as often.
The useful answer wasn’t “personal always wins.” It was simpler: people create conversation. Company pages give that conversation somewhere to land.
But the data wasn’t the only reason I changed my mind.
Wayfindher is for the woman building something of her own, usually while doing every job herself or knowing she could if she had to. The woman who walked away from a career she spent years building. The one starting over after something she didn’t choose. The one coming back after time spent caring for someone else. The one who already built something real and hit a ceiling she can’t name from inside it.
I’m not standing next to that woman. I’m her.
I left a corporate career of more than two decades to build something of my own. I know what it feels like to have real experience and still need a map for what comes next. If Wayfindher is going to earn trust because women see themselves in it, hiding my own story behind a company account makes no sense right now.
So I changed the rule.
My personal LinkedIn is now the engine. The Wayfindher company page is where people land: the product, the demo, and the company itself.
Instagram, Threads, and Substack stay Wayfindher accounts, but you’ll see my face and hear my voice there, signed ~amy, the same way I have been signing off on email for my entire career.
On Saturday, the new rule went into the record. I approved the new profile copy, and it went live. If you’re reading this in your inbox, that decision is already doing its job.
There was one more correction inside the correction.
I sent the first rounds of profile wording back because they were the company describing itself. They told people what Wayfindher was before giving them a reason to care.
When I went back to the positioning I set for Wayfindher, the problem was obvious.
Anything meant to bring someone in has to begin with something she recognizes about the week she is actually having, not with a list of what Wayfindher gives her.
I kept sending it back until the wording met that standard. Not a single field was saved before it did. That standard didn’t change when the channel decision did.
Anything that reaches someone through my personal account gets tracked on its own. I won’t pool my reach with Wayfindher’s results and call it a repeatable company channel.
And becoming more visible doesn’t make me the long-term copywriter, designer, or content department. Right now, I’m still doing more of that work than I should be. That has to be a stage, not the way this company runs. The work has to come off my plate and stay under my approval. That boundary matters. It’s the only way I can be the face of Wayfindher without staying its whole staff.
If showing up personally starts real conversations and helps the right women recognize themselves in what I’m building, that tells me something. If it eats too much time, leans too hard on the network I already have, or never builds a relationship with Wayfindher itself, that tells me something too.
And if the evidence points somewhere else, I’ll change the rule again.
The rule about measuring my reach on its own survived. The rule that I should stay out of the frame didn’t.
That feels like the right trade for now, not because founder-led content is having a moment, but because trust has to start somewhere. Before Wayfindher has years of results behind it, some of that trust has to start with me.
Building in the open means showing the reversals, not just the launches.
A decision that lasted two days isn’t the embarrassing part. A quiet edit would be.
What decision are you holding right now, and what evidence would be enough to change it?
Just hit reply.
~amy