Why Sebastian Mellblom hasn't gone all in on founder-led content (yet)

Guest: Sebastian Mellblom, CEO & Co-founder @ Reveal

What happens when you're building in a sector where museum directors aren't scrolling LinkedIn?

You question everything about founder-led content strategy. In this episode of Haamucast, Edward sits down with Sebastian Mellblom, CEO of Reveal, who's been following founder-led content from the sidelines while building his startup in the travel and visitor experience sector – and shares his honest take on why he hasn't pulled the trigger yet.

You'll hear:

👻 Why Sebastian's co-founder told him to follow "this Samuli Salonen guy" when they were working from a basement

👻 The equation every founder faces: "If I put two hours here, what do I get back?" – and why it's not always clear with content

👻 How targeting museum directors versus VCs requires completely different messaging strategies (and why LinkedIn might not be the answer)

👻 The perfectionist trap: wanting every piece of content to have core value instead of just "posting for posting"

👻 Why Sebastian can calculate ROI on cold calls but struggles to measure founder-led content impact

Bonus: Sebastian reveals the startup reality most people miss – everyone talks about €100M rounds, but founders need help getting from 0 to 0.1, not 0.1 to 100.