How Content Created by CEOs Can Transform Your Brand.

Hello, it's Sam!

Today, we will explore how content created by CEOs and founders can transform perceptions of a brand, build trust, and drive meaningful engagement.

Content Breakdown

Nothing

In case you haven’t heard, Nothing is a British consumer electronics brand founded by Carl Pei, co-founder of OnePlus.

Nothing's first earbuds, the Ear (1), introduced the brand to consumer electronics with a see-through design that caught people's attention.

Then they announced their first phone, the Nothing Phone 1.

Like the Ear (1), they followed the same transparent design for their first smartphone, introducing the Glyph Interface and Nothing OS.

This unique design made the phone stand out among other monotonous devices.

By emphasizing minimalism and transparency, Nothing reinforced its branding: innovation with simplicity.

After a year, Nothing launched the Phone (2) – the successor to the Phone (1).

When Phone (2) was launched, it received significant criticism for its design. As you can see above, Phone (2) had no significant cosmetic changes.

People were upset and expected a more unique-looking phone compared to its predecessor.

To address this, Carl Pei made a video where he reacted to reviews from major tech YouTubers for Phone (2).

You can watch the full video here. Let’s focus on how he responded to a few things mentioned by the reviewers.

1# Nothing has changed from Phone (1) to Phone (2).

Carl replied that the Phone (2) has a more metallic look with clearer textures compared to the stealth look of Phone (1).

He argues that it’s illogical to completely change the design, as Phone (1) established the brand identity. He views Phone (2) as a refinement rather than a departure from their design philosophy.

“If we build the icon with Phone (1), why would we throw it out the window and do something completely different for Phone (2)?"

Carl defends the iterative approach, framing the similarities as intentional continuity rather than a lack of innovation.

2# The camera doesn’t match competitors like Google Pixel.

Carl acknowledges that Google is a much larger and more resourceful company, but he expresses pride in the progress made from Phone (1) to Phone (2).

He mentions that Phone (2)’s camera will improve further with future updates, showing a commitment to enhancing the user experience post-launch.

“Being able to make that leap from Phone 1 to Phone 2, I think I’m pretty happy with it.”

3# Why did The Verge rate the Phone 2 only 6/10?

Carl expresses confusion over the 6/10 rating given by The Verge.

He notes that the review itself did not seem to align with such a low score.

He also points out that many of the comments in the review section questioned the fairness of the score, suggesting a disconnect between the review and the actual product performance.

Why This Worked?

The Power of Direct Engagement

Content created by CEOs and founders can turn potential criticism into a chance for meaningful connection.

When leaders personally respond to reviews and feedback, they transform negative reactions into a dialogue that humanizes the brand.

This direct engagement shows customers that the company is listening and open to feedback, while also reinforcing the company’s values and vision.

By confidently defending their design choices and sharing their vision, CEOs and founders can demonstrate transparency that goes beyond corporate communication.

This openness builds trust and strengthens the relationship between the brand and its audience

This strategy works on multiple levels:

1. It shows the company is listening,

2. Committed to improvement, and

3. Not afraid to acknowledge imperfections.

By speaking directly to consumers, CEOs and founders can turn potential brand setbacks into opportunities to showcase the company’s responsiveness, authenticity, and long-term vision.

Takeaways

When tech leaders like Carl Pei craft their content, they do more than just manage public perception—they create a genuine human connection with their audience. Here's why this approach is a game-changer:

1. Humanizing the Brand: Founder-created content breaks down the corporate wall, transforming a company from a faceless entity into a living, breathing organization with real people behind the scenes. It puts a human face to business decisions.

2. Turning Criticism into Dialogue: By confronting feedback head-on, leaders like Carl can flip potential negativity on its head. This approach transforms one-sided criticism into an interactive conversation, making customers feel valued and understood.

3. Building Trust Through Radical Transparency: When leaders candidly address challenges and show commitment to improvement, they earn something more valuable than good PR—they earn genuine customer trust. Raw honesty trumps polished corporate messaging every time.

4. Reinforcing Brand Identity: By confidently articulating the company's design philosophy and core values, founders remind their audience why they started the journey in the first place. This consistency is key to nurturing long-term customer loyalty.

In an era where consumers crave authenticity and meaningful connections, founders and CEOs who step into the content creation space can dramatically enhance their brand's credibility, relatability, and emotional impact.

Theory of the Day

The Adjacent User Theory

The Adjacent User Theory, popularized by Bangaly Kaba (former VP of Growth at Instagram and Instacart), is a strategy that helps businesses identify and engage a specific group of potential users who are aware of a product but haven’t fully adopted it. These users aren’t far from becoming loyal customers—they just need a little extra attention to overcome their barriers.

To understand this theory, let’s break it down:

1. Core Users: These are your loyal users who regularly engage with your product or service without needing much help. The product fits their needs perfectly.

2. Adjacent Users: These are people who:

   • Are aware of your product (they know it exists).

   • Have shown interest or tried it (e.g., signed up, downloaded it).

   • Haven’t become fully engaged because they face certain barriers, such as confusing onboarding, unclear value, or a product not tailored to their specific needs.

Adjacent users are often on the verge of becoming engaged, but something is holding them back. Understanding their needs and addressing these barriers can unlock growth and expand your user base.

Popular Examples of the Adjacent User Theory in Action

1. Instagram: Instagram started as a check-in app like Foursquare. However, they noticed users were more interested in sharing photos. By focusing on photo-sharing and adding filters, Instagram appealed to adjacent users and became one of the world’s most popular social media platforms.

2. LinkedIn: Initially, LinkedIn focused on job seekers and recruiters. Later, they realized that freelancers and entrepreneurs were using the platform to build personal brands. By introducing features like Creator Mode, LinkedIn made itself relevant to a broader audience.

If these companies had focused solely on their original core users and overlooked adjacent users, their growth would have been significantly limited, leaving them much smaller than they are today.

For a deeper dive into The Adjacent User Theory, check out this article.

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