The actor and entrepreneur shares why founders should stop stressing about becoming content creators and focus on what their business actually stands for.
EXPERT OPINION BY MICHAEL KAYE, COMMUNICATIONS LEADER
Photo: Courtesy GoDaddy
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Walton Goggins spent more than three decades building a career around being recognizable. As an actor, he’s made a living bringing characters to life. As an entrepreneur, he’s put his own name on businesses, including Walton Goggins Goggle Glasses, an eyewear company he launched with the help of GoDaddy’s AI-powered tools.
But Goggins doesn’t believe every entrepreneur needs to follow his example.
In fact, he thinks most small business owners have something more important to worry about than becoming the face of their company.
“Your face doesn’t have to be on it. But your heart has to be in it,” said Goggins.
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It’s an interesting distinction at a time when personal branding has become a bigger focal point of the entrepreneurial playbook.
Founders are encouraged to post regularly on LinkedIn, build audiences on social media, share behind-the-scenes content on TikTok, and establish themselves as thought leaders. The thinking is that customers want to know the people behind the products and services they buy.
There’s value in that approach. But somewhere along the way, the idea of building a personal brand has become closely associated with building a public persona.