Write Your Founder Story (The Trust Signal)
The founder or company story that proves you're a real business run by real humans who care about the product. Not a corporate bio—a specific origin story that builds trust and connection.
CPG buyers are wary of dropshippers and fly-by-night brands. They need to know you'll exist next month, answer emails, and stand behind your product. One authentic story does more than 10 trust badges.
What We're Fixing:
- Generic passion statements every dropshipper copies
- Corporate bios that say nothing personal
- No proof the founder actually exists or cares
- Origin stories with no connection to current involvement
The Two Parts That Matter
Every founder story needs two things:
- A specific origin — the moment or reason this started (not "passion for wellness")
- Proof of ongoing obsession — what you still do today that proves you care (this is the real trust signal)
The origin gets attention. The ongoing obsession earns trust.
Step 1: Identify Your Origin Type
Not every brand starts with a personal health crisis. Find your type:
- Type A: Personal Problem You had a problem, existing solutions failed, you made something better. "Started when my dad got diabetes and every protein powder spiked his blood sugar."
- Type B: Professional Frustration You worked in the industry, saw what was broken, left to fix it. "After 10 years formulating for big brands, I was tired of being told to cut corners."
- Type C: Unexpected Discovery You stumbled onto something that worked and couldn't keep it to yourself. "Made this for my gym buddies. They kept asking for more. Now we ship 10,000 units a month."
- Type D: Mission-Driven You saw a gap in the market that nobody was filling the right way. "Watched my kids eat cereal with more sugar than candy. Made one I'd actually let them have."
Step 2: Find Your Ongoing Obsession
This is what separates real founders from dropshippers. What do you still do today that proves you care?
- Still personally approve every batch?
- Still answer customer emails yourself?
- Still test every new flavor before it ships?
- Still visit your manufacturer monthly?
- Still read every 1-star review?
Be specific. "I care deeply about quality" means nothing. "I taste every batch at 5am before it ships" means everything.
Step 3: Write Your Story
Combine origin + ongoing obsession. Keep it to 3-4 sentences max.
Template:
"[Specific origin moment or reason]. [What failed or was missing]. [What you did about it]. Still [specific ongoing behavior] because [why it matters]."
OmegaBoost Example:
- Before: "Founded by nutrition experts passionate about bringing you the best plant-based proteins through sustainable sourcing..."
- After: "Started when my dad got diabetes and his doctor said 'eat more protein' but every powder spiked his blood sugar. I spent 6 months in my kitchen testing 94 formulas until one kept his levels stable. Still personally taste every batch at 5am before it ships. — Mike, Founder"
Step 4: Add a Photo
Real photo of the founder. Not a headshot—something that shows involvement. In the facility. With the product. Testing a batch. The less polished, the more believable.
Step 5: Decide Placement and Length
- Length: 3-4 sentences. This isn't your About page—it's a trust signal mid-scroll.
- Placement: After the comparison table, before "Why Us." Visitors have seen the specs. Now they want to know who's behind them.
Step 6: Validate
Run the AI stress test from Section 1 with your founder story included. Ask:
- Could a dropshipper copy this story? (If yes, it's too generic)
- Is there one specific detail that proves this is real?
- Does the "ongoing obsession" show current involvement, not just past effort?
Your founder story is complete. Visitors know who's behind the brand. Now they're asking a different question: "Why should I buy your product instead of another?"
👉 Next: Write Your Why Us (The Differentiator)
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