When do you get to stop selling as a founder?

Never.

And that’s a good thing.

Being a founder means your story is the single most powerful sales tool you’ll ever have. People aren’t just curious about your product—they’re curious about you.

I’ve been at this nearly 13 years, and I still tell the story of my parents, my kitchen-counter experiments, and the leap I took from my corporate job to launch The New Primal. Sometimes I get tired of hearing my own voice—but the people I meet never do.

They ask the same questions.
They lean in.
They wonder if they could ever take the same leap.

Because what they’re really asking is: Could I be that brave?

That’s why telling your story matters.

Case in point:
This week, my broker gave me an update on a national retailer where we don’t yet have distribution. It sounded like we were getting in, but only a couple SKUs and in less than a third of their stores. Not bad—but not what I knew we deserved.

Here’s the thing: I’d already met the new category manager at an event. I told him my story—not in a pushy way, but because he was curious. He even told me, “Call me next week—we’re not finished yet.”

So when I heard the update, I didn’t just sit back. I reached out directly. He picked up. The next morning, I was on a call selling additional SKUs and additional regions.

Not because I bulldozed. Not because I ignored the process. But because founders carry a different weight in the room.

And it worked.

Takeaway:
The power of a founder in the sales process never goes away.

Your presence, your story, your willingness to show up—it’s your superpower.

Never stop telling it.
Never stop showing up.
Never stop selling.

Stop aiming for “done.” Keep leaning into the story only you can tell.