Guest: Samuli, Co-founder at Haamu

What happens when a prominent journalist calls your startup a "bad idea" on LinkedIn?

You accidentally create the best marketing campaign of your career. In this episode of Haamucast, Edward sits down with co-founder Samuli to unpack how a scathing LinkedIn post about ghostwriting turned into Haamu's biggest PR moment – and sparked a Finland-wide debate about authenticity in the process.

You'll hear:👻 How one journalist's rant about ghostwriting backfired and generated 100+ supportive DMs👻 Why PayPal is hiring a "Head of CEO Social Content" for up to $190k (spoiler: this isn't new)👻 The mental rollercoaster of going from panic to celebration in 24 hours👻 Why writing for your own LinkedIn vs. writing for clients requires completely different skills👻 How to turn polarization into your competitive advantage (even when it hurts at first)

Bonus: Samuli shares why building something people hate is better than building something that's just "okay" – and how authenticity became their accidental differentiator in the ghostwriting debate.

Guest: Roman Hipp, Co-founder @ BetterContact

What happens when you need high-quality pipeline but have zero marketing budget?

You put a human face behind your SaaS product and let authenticity do the selling. In this episode of Haamucast, Edward sits down with Roman Hipp, co-founder of Better Contact, who's been building founder-led content for 1.5 years and attributes 70% of his company's revenue to LinkedIn – directly and indirectly.

You'll hear:

👻 Why Roman shifted from technical product posts to personal failure stories (and why vulnerability works better than features)

👻 How CEOs of huge companies started reaching out after consuming his content – without ever having a sales conversation

👻 The "founder-market fit" concept: why building your personal brand is just as experimental as finding product-market fit

👻 Why spending most of your time on the hook matters more than perfecting the body of your post

👻 The "rented audience" problem with social platforms and why email still beats everything for owning your audience

Bonus: Roman explains why asking ChatGPT to write your founder-led content will do more harm than good – and why treating it like a proper marketing channel with time and resources is non-negotiable.

Guest: Heikki Lindroos, Technology Lawyer & Partner @ Byro

What happens when a risk-averse lawyer decides to start posting personal stories on LinkedIn?

You break through in an industry where nobody else is doing it. In this episode of Haamucast, Edward sits down with Heikki Lindroos, a technology lawyer who went from obsessing over disclaimers to getting 150,000 views on a single post about work-life balance – proving that being authentic beats being perfect every time.

You'll hear:

👻 How Heikki and his co-founders built 3,000 connections each before launching their law firm (by adding 160 strangers daily)

👻 Why lawyers are naturally risk-averse about posting – and the mindset shift from "this is legal advice" to "this is just sharing insights"

👻 The Harvey Specter comparison post that went viral and brought 150+ new connections from total strangers

👻 Why posting about half-marathons and work-life balance gets more traction than pure legal content

👻 How being the only active lawyer on LinkedIn in your space creates a massive blue ocean opportunity

Bonus: Heikki reveals the lawyer's dilemma – spending hours perfecting a two-second video edit because "it needs to be as accurate as possible" – and how letting go of that perfectionism unlocked everything.

What happens when you turn your entire team into LinkedIn advocates instead of chasing after people who won't post?

You drive half your inbound pipeline through personal brands. In this episode of Haamucast, Edward sits down with Madhav Bhandari, who's been transparently sharing company performance for nearly a decade and has now built StoryLane's employee advocacy into a revenue machine with 16 active team members.

You'll hear:

👻 Why transparency became Madhav's GTM secret weapon – and how showing real revenue numbers cuts through the "we grew 10x" noise

👻 The LinkedIn club Slack channel and leaderboard system that gamified posting without offering prizes

👻 How positive reinforcement beats calling people out for not posting every single time

👻 The "pattern interrupt marketing" philosophy that gives teams something actually worth sharing

👻 Why Madhav's CEO mentions LinkedIn advocacy in every all-hands meeting (and why that matters more than any incentive)

Bonus: Madhav reveals why going from 50K to 250K isn't the same as 2M to 10M – even though both are "5x growth" – and why context is everything in transparent marketing.

Guest: Ognjen Bošković, Founder @ Raven

What happens when you realize founder brand isn't about posting pretty content?

You start building one of the last effective go-to-market channels left. In this episode of Haamucast, Edward sits down with Ognjen Bošković, founder of Raven and a founder brand strategist who's seen what works (and what definitely doesn't) when executives try to build their personal brands.

You'll hear:

👻 Why founder brand is becoming essential as cold outbound dies and AI makes everyone's content look the same

👻 The "realm of relevancy" framework – why targeting your ICP's entire ecosystem beats chasing vanity metrics

👻 Why most "thought leaders" are actually just followers afraid to challenge the status quo

👻 The mindset shift from "creating content" to "documenting what I'm already doing" that unlocks everything for technical founders

👻 Why you're probably the only person getting bored of your core message (and why that's exactly when it starts working)

Bonus: Ognjen explains why the best founder brand candidates have been their own customer – and why trying to build for an audience you don't understand is setting yourself up to fail.

Guest: Samuli Salonen, Co-founder @ Haamu.io

What happens when you realize founder-led content isn't just for customer acquisition? You unlock its full potential. 

In this episode of Haamucast, Edward sits down with fellow Haamu co-founder Samuli to unpack their biggest learnings about founder-led content from both their own journey and working with clients. From unexpected use cases to common mistakes, they break down what actually works in the real world.

You'll hear:

👻 Why the lead generation obsession is misguided ("I would not even consider testing it for less than six months") and the four alternative goals that drive success

👻 How to find your authentic voice using the "CEO at a bar" exercise: "Imagine two CEOs having a beer, and one tells the other they should follow you on LinkedIn. What would they say about you?"

👻 The content matrix framework borrowed from Justin Welsh that combines topics, formats, and angles to generate "an unlimited amount of content"

👻 Why your best-performing posts should be recycled every month with slight variations rather than constantly creating new ideas

👻 The unexpected ROI beyond leads: speaking invitations, newspaper features, investor relationships, and even improved internal communications

Bonus: Samuli reveals his biggest sales call change: "I don't try to sell customers in, but I actually try to sell them not to do it" because founder-led content isn't a quick win but a long-term game.

Guest: Casey Hill, CMO @ DoWhatWorks

What happens when you structure your LinkedIn strategy like a TV series instead of random posts? People start watching for the next episode. 

In this episode of Haamucast, Edward sits down with Casey Hill, whose methodical approach to content experimentation recently drove back-to-back viral weeks with over 4 million views in a month, converting directly to six-figure enterprise deals.

You'll hear:

👻 Why viral content actually does drive business (his biggest deals came directly from his Clay logo post that got 500,000+ views)

👻 The power of his "This is the only company I've seen do this" series that gives featured brands a built-in incentive to amplify his content

👻 His 100-comment experiment that generated 250,000 views in 2.5 hours (and why he targets high-profile accounts with the bell icon turned on)

👻 The "Five Degrees of Content" framework that explains exactly when to talk about your product versus your industry based on audience size

👻 Why smart content distribution strategies include other companies with "a vested interest in amplifying your content"

Bonus: Casey reveals why he deliberately waits to post again if his current post is still growing by more than 10% day-over-day to avoid cannibalizing his own reach.

Guest: Samuli, Co-founder at Haamu

What happens when you build the audience before you build the processes?

You scale fast, make mistakes faster, and learn what actually works. In this H1 recap episode of Haamucast, Edward sits down with co-founder Samuli to break down Haamu's first six months – from 0 to 15 customers and €30K MRR, all while working day jobs and figuring it out as they go.

You'll hear:

👻 Why selling "LinkedIn lead generation" was their biggest mistake – and what founders should actually expect instead

👻 How they went from 5 to 15 customers in one month (and why that nearly broke them)

👻 The customer profile that actually gets results: people with strong opinions who aren't scared to share them

👻 Why Samuli thinks 60-70% profit margins are misleading when founders aren't paying themselves

👻 The "saying no" problem: how trying to do podcasts, websites, and social media simultaneously left everything half-done

Bonus: Samuli reveals why their best customers come from "boring" industries like legal – because no one else is posting, making it a blue ocean for thought leadership.

Guest: Luke Matthews, Founder @ The Wizard of Odd Marketing

What happens when you say what everyone else is thinking but no one dares to post? You get banned a dozen times and build a thriving business. 

In this episode of Haamucast, Edward sits down with Luke Matthews, who transformed from a construction worker with 33 LinkedIn connections into a content creator with nearly 200,000 followers by deliberately pushing boundaries and going against the grain.

You'll hear:

👻 Why Luke's transition from Instagram fashion blogging to LinkedIn required a complete content strategy flip (from curated visuals to unfiltered opinions)

👻 How his "say what everyone's thinking" approach earned him double-digit bans but also built his ghost writing agency's entire client base

👻 The major shift in LinkedIn strategy needed today versus 2020: "If I started again now, top-of-funnel content wouldn't work on LinkedIn anymore"

👻 Why he measures success through quality comments and DMs instead of vanity metrics (and how he's scaled back from posting 3x daily to 2-3x weekly)

👻 The unexpected connection between sobriety and AI adoption: "I used booze to help me write better and at scale when I quit, I couldn't write anymore"

Bonus: Luke reveals why evening posts attract higher-quality leads than morning content: "When you post later in the day, you tend to attract that like-minded person who's putting in extra time, obsessively chasing a goal."

Guest: Samuli, Co-founder @ Haamu.io

What happens when you're too focused on selling instead of serving? Nobody engages. 

In this episode of Haamucast, Edward sits down with fellow Haamu co-founder Samuli to unpack the common mistakes that kill LinkedIn momentum, and how these failures are actually necessary stepping stones to finding your authentic voice and building real business results.

You'll hear:

👻 Why being "too salesy" is the #1 mistake Samuli sees both in his own early posts and with Haamu clients (and what to share instead)

👻 How his viral salary transparency post in 2018 taught him the power of pushing boundaries even when half the commenters disagreed

👻 The critical difference between "vanity metrics" and business results (and why his beach photos from Vietnam get 500+ likes but generate zero leads)

👻 Why having a strong, polarizing opinion generates better engagement than "vanilla" takes even when you understand both sides of an issue

👻 The 95/5 rule of content testing: expect that only 5 out of 100 posts will get real traction as you discover what works for your audience

Bonus: Samuli explains why the fear of failure stops most people from posting when the real worst-case scenario is usually just that "no one sees it and you go to the next one."