Alex Friedman

I'm Alex, a 3x founder, angel investor, and brand builder focused on advising early-stage startups and creating content under the Ordinary Genius newsletter. I co-founded Ordinary Everything, created FounderGigs (acquired), and have built product and service companies including a wellness brand sold in major retail stores. I write and make content across LinkedIn, TikTok, Instagram, and X, and I invest in early-stage consumer, wellness, and creator tools while helping founders clarify their story and grow without losing themselves.

And my hot take is founders should treat their personal brand like product market fit testing, not marketing theater.