Find your
lede.
The editorial identity tool for founders who have a real story but don’t know how to tell it yet.
“Most founders never find their lede.”
The problem
Most founders don’t struggle with writing.
They struggle with knowing what their story actually is.
You built something real. You have a reason behind it — a life problem, an unexpected background, a moment that changed everything. But when you sit down to post about it, it comes out flat. Generic. Or not at all.
The tools exist. The platforms exist. The AI exists.
What’s missing is the narrative underneath.
In journalism, the lede is the opening sentence of a story — the line that makes everything else worth reading. It contains the who, the what, the why. Get it wrong and you lose the reader in the first breath. Get it right and they can’t stop.
Most founders never find their lede. They have the product, the work, the story — but not the sentence that makes someone lean in.
That’s what this is for.
“Get it right and they can’t stop.”
What Lede does
Lede is a founder interview in 15 questions.
Inspired by the Proust Questionnaire and long-form editorial journalism, it asks you the things a good editor would ask — not about your market, your metrics, or your growth strategy. About you. About why you built this. About what you want people to remember.
You answer honestly. You skip what doesn’t apply. You write as messily as you want.
At the end, Lede organises everything into a single structured markdown file — your Founder README.
How it works
Answer the interview.
15 questions. Optional and skippable. No word minimum. Write badly if you need to — that’s the point.
Download your Founder README.
A structured markdown file containing your narrative identity, voice guardrails, platform strategy, and full answers — organised for AI to read and work from.
Paste it into any AI.
ChatGPT. Claude. Gemini. Grok. Any of them. Get weeks of content that actually sounds like you.
Brand vault
Your Founder README is not just a content tool.
It is the core foundation of your brand vault — the single document that holds your narrative identity, your voice, your guardrails, and your story in one place. Every piece of content you ever make should be able to trace back to it. Every AI you work with should start from it.
Build it once. Update it as you grow. Let everything else come from it.
What this is not
Lede does not generate your content.
Lede does not post for you.
Lede does not analyse you.
Lede does not require an account, a subscription, or a credit card.
It does one thing: helps you understand what your story actually is, then gives you a file that makes any AI dramatically better at helping you tell it.
Ready to find yours?
15 questions. No account. Download when you’re done.
Begin your interview →