Melissa WithornFounder, Feral Founders Club + CASTPosted on LinkedIn
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30 days of personalbrand
Build a personal brand that’s recognizably, gloriously you.
Four weeks. Weekly milestones, not daily homework. You leave with your 2027 personal brand kit, built before the holidays.
Kicks off Thurs, Nov 19
$397
Co-led by Melissa Withorn Patrice Poltzer
The receipts
(ok fine, we’ll brag)
A brand builder and a TV story producer walk into a challenge. Here’s the short version.
For the
plot.
plot.
Melissa · the brand side
15 years inside agencies developing ideas that get noticed.
675K+LinkedIn impressions this past year
690+founders reading Feral Friday since July
Brandpartnerships, activation, creative & strategy
Patrice · the story side
Ex-TODAY show producer who gets people to tell the story they didn’t know they had.
30 daysto five-figure MRR launching MyStoryPro, zero ads
10+years running her storytelling studio, after producing for TODAY.
1000sof students through AI storytelling process
We’re not sharing this to brag. (We’re sharing this to brag.)Full résumés below ↓
Founder brands are too
TAME
You started a business because you had a point of view. Then you put your business pants on. You got so worried about appealing to everyone that you sanded off every edge, and now your profile, your site and your posts sound like every other founder’s (and like all the AI-generated stuff flooding the feed). Polished and completely forgettable. Most founders get there one of two ways.
Copy & paste template
Option 01It’s easy to use, yay!
ProYou end up sounding like everyone and don’t stand out
ConStay invisible
Option 02Nobody can criticize you.
ProNobody can hire you either.
ConThere is aFERAL
That’s what the next 30 days are for.
↓The method01
Position
Pick your lane. Name your people. Own your angle.
Step 0202
Story
Your origin story. Why you, why now.
Step 0303
Content
What to say, who it’s for, and how often.
Step 0404
Go live
Office hours, peer backup, publish.
What this gets you
RESULTS 
(besides a LinkedIn you’re not embarrassed to send)
- 01
People get it the first time.
No more “so what is it you do, exactly?”
- 02
The right people find you.
Clients, investors, podcast hosts and collaborators come to you instead of the other way around.
- 03
You charge like the specific person.
When nobody else does it quite like you, nobody else gets to set your price.
- 04
You walk in already known.
Pitches, sales calls and panels start with “I’ve seen your stuff.”
- 05
You never stare at a blank post again.
You’ll know what to say for the next 90 days.
- 06
Everything sounds 100% you.
On LinkedIn, on your site and out loud, in every room you’re in.
We’re not new here.
Decades between us of making brands and stories people actually pay attention to.
Melissa Withorn
17 years making brands matter, 15 of them inside agencies developing ideas that get noticed, most recently as VP/Group Creative Director. Now building Feral Founders and CAST in public.
“It’s no longer enough to have expertise or a great product or even decades of experience. The difference maker is your POV. How you see your industry, how you tackle problems, your contrarian takes. YOU!”Ask her about
- Positioning
- Building in public
- Moving abroad with kids
Patrice Poltzer
Former TODAY show producer, where the job was finding the story that makes millions of people stop and watch. Now the co-founder of My Story Pro, the AI storytelling tool that pulls the stories out of you through conversation.
“If you start telling stories, you will, by default, start showing up as yourself online.”Ask her about
- Pitching press + podcasts
- Talking on camera
- Storytelling with AI
Trusted by
“Your story is the strategy. We’ll help you find it, then make it look like you.”
The run of show
(producer speak. ask patrice.)
Every segment
Live session
We teach, you ask, and we get you started before you hang up.
Office hours
Bring what you’re stuck on and we’ll work it out in real time.
All week
Share your work in the private Feral channel and DM us between calls.
01Week 1
Thu Nov 19
Thu Nov 19
Position
What you want to be known for
Kickoff and housekeeping fold right into the first live session. Pick your lane, name your people and find the angle only you can own. Draft your positioning statement and bring it to Tuesday office hours. My Story Pro unlocks at the end of the week.
You leave with →
A raw, specific positioning statement (not a Mad Lib)
02Week 2
Thu Dec 3
Thu Dec 3
Story
Origin story + why you, why now
A former TODAY show producer, Patrice has spent nearly 20 years getting people to tell the story they didn’t know they had. Your positioning feeds straight in: we dig up your origin story and land your “why you, why now.” My Story Pro keeps coaching you between calls.
You leave with →
Your origin story outline
03Week 3
Thu Dec 10
Thu Dec 10
Content
Content strategy, platform-agnostic
The 30,000-foot view: what you talk about, who it’s for, and how much is personal vs. professional. Works whether you live on LinkedIn, in a newsletter or on a stage. Plus light direction for your visual brand world.
You leave with →
Content guardrails (80/20 or 70/20/10) and a light visual direction
04Week 4
Dec 14–17
Dec 14–17
Go live On air
Office hours only
No new lessons. Just office hours with both of us and a room full of founders who are also hitting publish. Use each other. That’s the point.
You leave with →
Your 2027 personal brand kit, live before the holidays
Your 2027 brand kit
(built before the holidays. thank us later.)
Everything we build over four weeks lands in one kit you can actually use in January, not a pile of worksheets you’ll never open again.
- 01
Positioning statement
Raw, specific, yours. Not a Mad Lib.
- 02
Origin story outline
Why you, why now, in a story people actually repeat.
- 03
Content guardrails
Your 80/20 (or 70/20/10) mix. Works on any platform.
- 04
Visual direction
A light take on your brand world: images, newsletter look, the vibe.
Bonus sessions(timing TBD. worth it.)
Human Design coach
Andrea Berg
How you naturally communicate, so your brand sounds like you on a good day. A perfect sidekick to story week.
Timing TBDExited founder turned coach
Lindsay Tjepkema
The founder journey from someone who’s been all the way through it and out the other side.
Timing TBDFor you if
The yes listYou’re building something and your LinkedIn still reads like your last job.
→ Week 3You know you should show up online and keep putting it off.
→ Week 4You want a brand that sounds like you on a good day.
→ BonusYou can give it one live session and a few hours a week.
1 call / wkNot for you if
The nope listYou want someone to do it for you.
→ ConsultingYou’re after growth hacks or a follower count.
→ NopeYou need a logo or a full website designed for you.
→ Hire a designerYou’re planning to watch the replays and hope.
→ NopeThe investment
$397Your price, all in
3 live sessions + replays Thursdays 5pm ET
Weekly office hours Tuesdays 5pm ET
My Story Pro AI, one month your in-between coach
Private Feral channel recordings, guides, DMs
Bonus sessions Andrea + Lindsay
Brand audit First 10 only
First 10
get a free
audit
get a free
audit
From this to this
From thisTo thisA LinkedIn headline that’s just your job title.Posting when you feel guilty enough.A website you’re slightly embarrassed to send people.Sounding like every other founder in the feed.
A profile that says what you’re building and why you.
A voice you recognize when you read it back.
A bank of stories, ready to post.
A LinkedIn and website you actually want to send.
Got questions?
Live sessions are Thursdays and office hours are Tuesdays, both at 5pm ET. Everything is recorded, so replays are there whenever you are.
Results depend on the work you put in. We can’t promise specific outcomes, clients or income, and anyone who does is selling something.
Ready?
LET’S GO 
Kicks off Nov 19 · $397 · First 10 get a free brand audit
$397