Dear founders,

You’re not short of advice.

The investors say you need to think bigger, be bolder. Your customers want to know if what you promise is real. The talent seeks a culture that gives them belonging. And the tools are whispering that they have the answer.

Every one of them wants a version of your story. And every one of them gets one.

AI can now write your strategy, generate your messaging, and produce a good looking sales deck before lunch. So you ship faster, iterate faster, prompt your way to a point of view.

The market is moving too quickly for deep thinking. Everyone is telling you the answer is more — more speed, more output, more signal.

We are not one of those voices. We champion founder thinking. We always have and always will.

So let’s talk about what actually happened to your story.

You grew. You added features, use cases, people. Every one of them made the story wider and the pitch a little less clear. Then AI multiplied every version faster than anyone could reconcile them, until your story became a patchwork of promises.

Without noticing it, your product has become its own competition. Every feature fighting for attention inside the same story.

It happened because you’re doing well. That’s what makes it so hard to see.

Now for the good news: your original thinking — the insight that started all of this — is still in there. The underlying truth hasn’t changed. It just got buried beneath the accumulated noise.

You just have to excavate it.

For years we’ve worked alongside founders building genuinely new things — through every moment the market didn’t get it yet, every room where the vision landed flat, every time someone said “just simplify it” and you knew that wasn’t the answer.

We know what these moments feel like. And we know this isn’t the end. We think it’s the most important strategic moment a founder ever faces.

Founders who own their category have never mattered more. Buyers feel the difference between a company with one line of thinking and one that assembled its story from parts. They’re searching for the real thing, even when every version you publish points them somewhere slightly different.

That’s why we work the way we do — finding the one line of thinking that runs through your product, your conviction, your market insight, and making it the source everything else grows from. Category. Brand. Signal. Built around how founders who are changing their market actually think: not a rebrand, not a messaging fix, not another framework to fill in. One Move that makes your business move as one.

A company that carries the story when you’re not in the room. A brand that does the work of explanation so you don’t have to. A category that’s yours — so the market sees what you see, without you having to explain it every time.

You’re not undervalued because your product isn’t good enough. You never were. You’re exactly what this market needs.

Let’s make the world see that.

From undervalued to inevitable.

Dirkjan Brummelman
Founder, Cheerleader Agency